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By working together, sales and marketing teams can create a consistent go-to-market strategy that optimizes lead generation, strengthens customer engagement, and increases conversion rates.
Have you ever asked why sales and marketing don’t play hide and seek? Because good alignment means they can always find each other.
All kidding aside, 39% of salespeople want to be more aligned with their marketing team on goals and strategy. Despite the desire for seamless revenue management, meeting sales quotas and aligning sales and marketing remains the biggest challenge for sales professionals.
Ensuring that your marketing and sales teams are aligned will pay off. Highly aligned companies grow 19% faster and are 15% more profitable. However, with only 30% of salespeople saying their sales and marketing teams are strongly aligned, RevOps is not reaching its full potential.
That’s no joke.
A strategic shift to make sales and marketing teams more aligned is essential to foster seamless collaboration, drive revenue growth, and improve the customer experience.
The following four strategic adjustments will help you develop a unified and effective go-to-market (GTM) strategy that stands out in a competitive environment.
1. Understand that your team can perform different roles while sharing a common go-to-market goal.
In any organization, diverse teams bring unique strengths and expertise, each performing specialized functions that contribute to the broader mission. Despite their diverse roles, these teams share a common goal: driving growth, gaining market share, and delivering a superior customer experience.
By coordinating efforts and fostering open communication, teams can seamlessly integrate strategies to support overall goals. This unity not only increases efficiency, but also creates cohesiveness. Their roles may be different, but the purpose of working together is the same: acting as a revenue-building team.
2. Marketing needs to be aware of different lead values.
Not all leads hold the same value. Only half (59%) of salespeople say the quality of leads they receive from their marketing team is high. Understanding the current needs of your sales team is key to effective collaboration.
The leads your sales team needs may vary depending on the status of your pipeline. When your pipeline is empty or low, you need to actively generate high-quality, ready-to-convert leads to build momentum and increase revenue quickly. Even when your pipeline is booming and your sales team is busy, you benefit from a steady stream of leads to nurture. Prospecting campaigns that generate a diverse pool of potential customers are highly effective.
By tailoring strategies to the specific needs of your pipeline, marketing teams can ensure they are delivering the right leads at the right time to help sales teams reach their goals and drive growth. .
3. The team needs to “buy in” to the buyer persona.
Customer personas evolve to align with the specific goals and expertise of different teams within your organization, ensuring a holistic approach to customer engagement.
From marketing to sales to customer success, each team brings unique insights and priorities that are critical to building accurate and effective personas. Personas highlight demographic data, preferences, and behaviors for marketing teams to tailor targeted campaigns to attract and nurture potential customers. Meanwhile, sales teams can refine their personas to highlight pain points, decision criteria, and buying drivers to create compelling pitches and close deals more effectively.
Customer success teams can also consider their ideal customers based on their post-purchase interactions and identify common problems and needs to improve customer satisfaction and retention.
As Fullcast GTM Advisor Susan Macomer said in a recent SaaStr presentation: This dynamic alignment of personas precisely aligns each team’s strategy to their role, facilitating a seamless and consistent customer journey from first contact to long-term loyalty.
4. Track all customer interactions and effectively monitor buyer purchasing behavior end-to-end.
Tracking interactions allows for more accurate predictions and better resource allocation, allowing RevOps leaders to quickly address any issues. RevOps leaders can gain comprehensive insights into customer behavior, preferences, and pain points by collecting data at each touchpoint, from initial awareness to post-purchase engagement.
Fullcast automates every touchpoint in the buyer journey by providing an integrated platform that seamlessly connects and manages interactions between sales, marketing, and customer success teams. This holistic view allows RevOps leaders to identify trends, optimize processes, and ensure all teams work together to deliver a consistently great customer experience.
Fullcast’s workflow automation also handles mundane tasks, reducing manual effort and minimizing errors. Robust analysis provides actionable insights to continually refine your strategy. This comprehensive automation fosters collaboration, improves efficiency, and ensures a consistent and personalized customer experience throughout the lifecycle. Ultimately, sales teams that are aligned with their marketing teams are 106% more likely to exceed their sales goals this year.
By working together, these teams can create a cohesive go-to-market strategy that optimizes lead generation, strengthens customer engagement, and increases conversion rates. It also ensures that marketing efforts are accurately targeted and sales strategies are executed effectively.
The result is increased revenue and increased customer satisfaction.
J’Nel Wright is a content writer at Fullcast, a Silicon Slopes-based end-to-end RevOps platform that enables companies to design, manage, and track the performance of their revenue-generating teams.
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