How common is this scenario between Sales and Marketing at companies you’ve worked for?
Sales depends on Marketing to nail down the target customer and deliver leads.Yet when the leads come in, the vast majority are not qualified.As a result, the Sales team gripes about needing more help from Marketing.After all, they’ve got a big budget – what are they spending it on?
Regardless of how marketing allocates budget and resources, I would bet the most common issue behind the conflict and misalignment is a lack of well-defined buyer personas.
Buyer personas create a common language between Sales and Marketing to talk about the real people who represent your ideal customer. The quicker you can relate to these target customers and address their pains and goals (at the top the funnel), the better you can meet their needs in every marketing or sales interaction down the funnel.