How 8 brands mastered marketing and sales orientation

I’ve written before about the importance of aligning sales and marketing, but the point cannot be underestimated: companies undoubtedly perform better when they align sales and marketing teams.

In addition, strong coordination between sales and marketing is mutually beneficial for both teams. By aligning sales and marketing, your company can get 67% better closing deals and 209% more sales from marketing.

However, if you’re anything like me, it will probably be helpful to study from an example. That’s why we reached out to eight brands to see how they master the alignment of marketing and sales.

I encourage you to use the following examples as inspiration for your own process as you work to better align your teams. Remember, however, that the alignment of marketing and sales is unique to each individual company.

For this reason, you will get the most benefit from this post by choosing from these strategies which aspects feel most authentic to your own corporate culture and business goals.

Let’s dive in!

1. Crossbeam introduced company-wide OKRs.

Robert Moore, Co-Founder and CEO of Crossbeam, told me, “At Crossbeam, we have introduced company-wide OKRs that change quarterly and can be measured using sales, marketing and product data from HubSpot.”

He adds, “Everyone at Crossbeam has access to dashboards that are updated in real time with our progress towards these key results. Our progress is also automatically sent to Slack every morning for people to keep in the loop and for discussion on advancing progress. This continues. ” the company on the same page and focused on what matters most. “

Key takeaway: Ultimately, to have strong marketing and sales alignment, it is critical that both teams share key metrics and can repeat their alignment based on metrics that exceed expectations and which don’t.

2. Rybbon created a marketing-to-sales circle.

Rybbon CEO Jignesh Shah says his company changed its mindset to better align sales and marketing: “At Rybbon, instead of a marketing-to-sales funnel, we believe in a marketing-to-sales circle Marketing campaigns are launched by and supported by coordinated sales tracking. Sales and marketing meet weekly to review the results of these campaigns and ultimately evaluate their effectiveness. Feedback from sales to marketing then helps decide which campaigns to run next should. “

“The circular process keeps sales and marketing teams aligned and results-oriented.”

Key takeaway: Think about how you can integrate weekly or monthly sales and marketing collaborations into your corporate culture in order to create your own cycle. Ultimately, both teams should feel comfortable working together on a regular basis in order to achieve a real and sustainable corporate orientation.

3. SmartBugMedia has aligned its content calendar with its sales goals.

Hannah Shain, Marketing Director at SmartBugMedia, told me that her team has linked its marketing goals directly to sales goals to ensure that both teams are aligned and on track: “Our campaigns and our content calendar are directly aligned with sales goals, resulting in one Average leads The number of initially qualified sales leads that are being converted to qualified pipelines at an average rate of 47.73% increased by 17.4% compared to the previous month. “

Sales Qualified Leads graphic increases in October 2020

She continues: “In addition, our sales team sees immediate benefits in their HubSpot sequences. The marketing content produced is aimed directly at the target with its reach and enables them to meet at a glance.”

Key takeaway: To really motivate and inspire both teams to work together, consider how you can intersect key business metrics. For example, you might tie sales back to your marketing goals to make sure marketers stay on track to achieve the same goals that are most important to sales.

4. Outreach encourages both teams to avoid blame at all costs.

When your marketing and sales teams are misaligned or not communicating well, it can be easy for any team to blame when things don’t go as planned.

Mark Kosoglow, Vice President of Sales at Outreach said, “You have to choose not to have blame or blame culture. When pipeline is seen as a shared challenge, it becomes easier to talk about what needs to be done to improve the situation . “

“Sales and marketing are a complex relationship, and the assignment of guilt limits your ability to come up with needle-moving solutions.”

Key takeaway: Create a culture where your sales and marketing teams feel authentically connected and aligned when it comes to your company’s bottom line. The more leadership can promote cooperation compared to the competition, the better.

5. Nextiva focuses on high quality data analysis to align marketing and sales.

Ultimately, data analysis is critical to understanding the current level of alignment between sales and marketing goals and iterating it to ensure future success of alignment.

Nextiva understands the importance of data in aligning marketing and sales. Gaetano DiNardi, Director of Growth Marketing at Nextiva, told me: “At Nextiva we have a joke: ‘Hey Marketing, can we just get one more head start?’ Our lead flow is 100% in-depth, but there are a number of unique challenges associated with this agreement. Sales can often argue that lead volume is too low. We’ll fix this by going to Google for key terms like business VoIP occupy a high position. “”

He adds, “Alternatively, if lead volumes are undoubtedly above projections, sales will say the lead sizes are not big enough, so we’ll look into the data and show them how bad their close rates are on ours At some point, there will be an aha moment in both groups when the biggest problem is – but that only happens if you can bring the right data into the conversation. “

“Good alignment between marketing and sales relies on good quality data analysis and effective communication with an action plan, as well as accountability on both sides to solve complex problems.”

Key takeaway: Bring data into every sales-marketing conversation. To avoid blaming, you can use this data to show where each team may not be able to support the other team’s goals.

6. BluLeadz’s sales and marketing teams share an ecosystem to improve the customer experience.

To really align your marketing and sales teams, consider what tools and platforms each team is using. Is there a way to tailor your tools so that each team member can visualize how their individual actions support or violate the goals of the other team – and what the final experience will be for the customer?

Dave Stout, Inbound Specialist at BluLeadz explains, “Our ability to maintain alignment between marketing and sales is based on three elements: process, communication and shared ecosystems.”

“We create processes together that we use and refine together. For example, marketing helps us create sales content. Our sales team refines this content over time and shares the results. This ongoing communication about what works and what doesn’t.” vital.
We maintain an open channel of communication by meeting every week to address issues of friction, set points of action and hold each other accountable. “

Stout adds, “The most important tactic we’re staying in tune with is sharing an ecosystem. Both teams use HubSpot and we share access to each team’s portal and reporting dashboards. This way we can have meaningful conversations Lead on the quality of the incoming leads We can use various channels to accurately forecast sales and identify contact points that we can add during the entire buying process to improve the customer experience. “

Key takeaway: Choose an ecosystem that offers advanced tools for both sales reps and marketers. The more your teams can align with tools and processes, the easier it will be for your entire company to align.

7. SuperOffice urged its sales reps to be more active on social media.

In this case study blog post, Steven MacDonald talks about SuperOffice’s experience in setting up its own sales and marketing teams.

In 2016, the company decided to bring in Jan Willem Alphenaar, a social selling expert, to train the sales team on how to use social media for sales. The sales team switched their perspective and recognized social media as a tool for capturing B2B sales – not just as leads.

MacDonald writes: “Sales and marketing have become much more closely aligned and now hold frequent meetings to discuss content, campaigns, digital activities and goals – such as what to post online, how often, how to reach prospects and build relationships and how to contact them. ” potential customers. “

The results? A 168% increase in business, a 61% increase in social media visits to the SuperOffice website, and a 10% increase in business revenue within the first 12 months – with much more room for growth.

Key takeaway: Think about what aspects of marketing – including social media, blogging, event planning, email, and video – you could ask your sales team to get involved in. In this case, the sales team realized their own ability to reach new audiences and convert leads into customers through social media. Your sales reps may have unique opportunities to reach new networks – take advantage of them.

8. American Express has created a content hub in which both marketing and sales play a role.

American Express had a lofty goal: to position itself as a leader in the business travel industry.

To achieve this, the company has partnered with the Global Business Travel Association (GBTA) and conducted extensive research into the experience of global business travelers.

American Express then set up a pilot social selling team made up of employees from various departments and locations including sales and marketing.

This team created content based on GBTA’s research. While marketing took the lead in creating and distributing this content, the sales team provided customer intelligence and played a critical role in making sure the content was customer-centric.

American Express’s business travel hub has been undoubtedly successful – with a reach of more than 100 million posts, over 1,500 page visits and a 100% increase in engagement rates on LinkedIn.

Key takeaway: While marketers are vital to conducting customer research and understanding the needs of your target audiences and prospects, it is important for marketers to remember that sales reps are the most direct ones to speak to prospects and customers every day. Think about how your marketing team could work with sales to leverage this unique customer insight for upcoming campaigns or content launches.

After we’ve covered some amazing brands that have mastered sales and marketing alignment, you can check out the tried and true sales and marketing alignment tips for a more customized, step-by-step guide to better alignment.

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