The traditional approach to marketing and sales alignment has focused on one moment of truth: handing leads from one department to the other. Marketing’s goal was to ensure it sent leads that sales found useful. The goal of sales was to ensure the leads were efficiently received, distributed, contacted and converted.
That’s no longer enough.
Today’s buying process is not linear. Prospects don’t interact exclusively with marketing and then interact exclusively with sales. Instead, prospects interact with multiple channels throughout the buying process: visiting web pages, reading emails, checking social media discussions, talking to peers, attending live and virtual events, chatting online, and occasionally even picking up the phone. Many of those interactions are managed by marketing, even in the later stages of the buying cycle. This means that marketing and sales must work closely to deliver a cohesive message and brand experience to each prospect during every interaction. Instead of handing off each lead like the baton in a relay race, sales and marketing constantly exchange control like soccer players moving a ball down field. Close, continuous teamwork is essential to reach the goal.
The key to this new, more extensive alignment is relating each action to the customer’s stage in the buying process. This report, produced by Raab & Associates, will show you how to accomplish this alignment.
- How to build a mutual understanding between departments
- Defining the buying process
- Identifying alignment points
- Implementing alignment processes
- Measuring value