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.