6 Strategies for Sales and Marketing Alignment

By Masami Middleton

Like oil and water, Sales and Marketing teams don’t always “mix” the way they’re supposed to, and at worst, will view each other with suspicion or blame. This is a sad and ironic truth, given that everything these two teams do should support a singular goal of growing revenue. 

The benefits of sales and marketing alignment are compelling.  Together, these teams have the potential to reduce the sales cycle, meet the needs of high value customers across their buyer’s journey, and directly link ROI to marketing initiatives.

Underscoring the importance of a blended marketing and sales skill set, Forrester Research says the most successful sales people will become hybrid marketers1. By 2020, the need for B2B salespeople will change to demand a more “consultative seller”.

How can Sales and Marketing work more effectively together? 

Based on our experience addressing these opportunities for clients, and our first-hand experience with marketing and sales collaboration at Symmetrics Group, here are 6 strategies for achieving sales and marketing alignment.

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The Sales Technology Challenge - How Much is Too Much?

By Michael Perla

According to CB Insights, in 2016, deals and dollars invested into sales tech startups reached all-time highs of over $5B invested across 425 deals. Moreover, sales organizations spent an average of $4,797 per quota-carrying rep on enablement technology annually, according to a Gartner (formerly CEB) analysis. Net net, more and more money is being spent on SalesTech and sales enablement and it doesn’t look like it’s slowing down anytime soon.

You can’t read much today that doesn’t mention or involve technology. I just read an article on digitizing the customer journey and processes. There are now SalesTech (think FinTech, AdTech) awards that recognize products and companies who exhibit excellence, innovation and leadership in the sales technology space.

Suffice it to say, the technology wave has not bypassed the sales function. Most B2B sales professionals would be lost without some basic sales tools - a smart phone, an audio or web conference line, and a way to keep track of contacts, opportunities, and their pipeline.  Per a recent Techcrunch article I read, the authors ask a good question in their title: 

How Much Sales Technology Is Too Much?

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The 4 Most Common CRM Disasters

By Tim Clarke

Sales leaders ackowledge CRM's role in business success, yet 63% of CRM initiatives fail. Learn the warning signs and first responder tips for four of CRM's biggest pitfalls with our CRM Disaster infographic.  Dig deeper and download our disaster prevention article "CRM & Sales Effectiveness: Where's the Link?" where Tim Clarke of Symmetrics Group explores the critical components of a successful CRM program.

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How to Support Your Sales Process with CRM

By Warren Shiver

Want to know what’s ailing your sales process? Look no further than how your reps are using CRM.

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Who Cares About CRM Adoption?

By Michael Perla

Yes, the title is a bit facetious. In my conversations with sales executives and management, CRM adoption by the sales force is a serious matter. If the data is suspect, the discussions on sales performance can devolve into “jungle” arguments – the loudest and strongest wins vs. the facts and analysis.

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Developing Sales Talent: Art, Science or Theory?

By David Szen

Regardless of your own answer to the question let’s face the facts.  If you stop everything you are doing right now and call 100 sales reps across a diverse industry pool and ask the following questions you WILL get the following answers:

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