Are your marketing and sales aligned? The answer is important in determining whether your marketing efforts produce qualified leads and sales teams can easily convert those growing leads and opportunities.
Your organisation needs to make use of integrated processes across sales and marketing to improve customer experience and service clients according to their buying journey.
So what are the steps companies need to successfully align marketing and sales to shorten the sales cycle and increase win rates?
Microsoft’s senior product marketing manager, David Holt, advised three key areas to focus on:
1. Generate high-quality leads
Aligning sales with marketing processes starts with asking yourself the right questions about your target customers and audience. Clarify the needs of your customers, their motivations and the channels they are most likely to use to connect with your brand.
Align this definition across your marketing and sales funnel and outline with clarity what exactly qualifies a lead into a sales opportunity.
The key here is to have a shared vision combined with a shared set of metrics that the organisation uses in the marketing and sales process to generate high-quality leads and identify best opportunities to engage with customers.