Achieving Consistent Business Growth: The Power of Marketing and Sales Alignment

Why Alignment is Critical 

For any business to be successful, it is essential for its marketing and sales teams to work together in harmony. But too often, they are siloed from one another and don’t have a clear understanding of how their respective strategies can and should complement each other. This leads to inefficiencies, internal team stress and missed market and sales opportunities.

Fortunately, there are solutions that can help streamline the integration of marketing and sales, while building a culture of growth.  

And the value is meaningful for virtually every business. Research shows that companies with strong Sales and Marketing alignment are 70% more likely to achieve revenue growth year over year. (Revenue Marketing Report 2021)

The Problem with Siloed Departments 

When it comes to marketing and sales, many companies fall into the trap of having two separate departments that do not communicate with each other or share resources. This lack of communication means both departments often end up working against one another rather than working together towards a common goal. 

In addition, when these departments are siloed they can descend into internal conflict and disagreement. Sales complains and blames Marketing for not providing the right kind, or enough high-quality leads. While Marketing blames sales for not being able to convert the leads they do have. Both teams feel underappreciated and wish the other could recognize and appreciate the value they bring to the table. 

Stuck in this stalemate both teams underperform sales goals while continually pointing the finger at the other. 

The Benefits of an Aligned Approach 

Creating connections along the customer journey between marketing and sales teams offers many advantages over the siloed approach. By creating an aligned team structure, you can ensure both teams are sharing data and insights to enable them to better understand customer behavior across all stages of the buying process. Additionally, aligning the sales and marketing  teams will enable them to craft more effective strategies for lead generation, conversion optimization, account-based marketing, and customer retention which ultimately leads to increased revenue for your business. 

Finally, an aligned approach also helps reduce costs by eliminating redundant tasks such as duplicate lead generation efforts between marketing and sales teams or multiple versions of the same content being produced by both sides. An aligned team structure also allows you to leverage the strengths of each department so that you can engineer better customer experiences along the entire buying process. Increasing short-term sales and long-term lifetime value. 

What’s at Stake?

Aligning your marketing and sales teams is essential if you want your business to remain competitive in today’s market environment. 

An aligned approach helps create synergy by sharing data and insights which enables more effective strategies for lead generation and customer acquisition. Furthermore, this approach reduces costs by eliminating redundant tasks such as duplicate lead generation and prospecting efforts or multiple versions of the same content being produced by both teams. 

Strategic planning to improve your Sales and Marketing integration is key if you want your business to remain competitive and grow in this fast-moving economy.

Conduit Partners has developed tools to help companies drive organizational alignment. If you’re interested in learning more, click here.