You might think that marketing and sales alignment only applies to lead generation. You might think that passing nurtured leads from the marketing department to the sales department is the only time these two groups interact. You might think that department can be successful while maintaining independence from the other.
You might be wrong.
Your company must integrate your marketing and sales departments in order to be a viable competitor in your industry. No matter the industry. Both departments want to see growth and revenue increases, right? To achieve the same goals they must build each other up instead of tearing each other down.
Check out these alignment points your company must implement in order to be successful:
- Nurture: Agree on whether or not to contact new prospects by phone and what data to gather from them (title, company, email address, product needs). Define sub-stages including the behaviors and attributes of each of the members. Agree on information (newsletters, webinar invites, asset downloads) that prospects should receive at each sub-stage.
- Hand-off: Agree on a pre-defined process to transfer new leads to sales. Agree on what lead data is the most important for sales reps to know. Define methods to link new leads with existing accounts (for attribution reports).
- Selling: Define your own set of rules for alerts to sales based on a lead’s behavior in the marketing automation system (website engagement, social engagement, email engagement). Define your rules to drive messages in marketing systems based on lead status in sales. Agree on process to develop and distribute sales collateral to leads and track their usage.
And that’s not all! Download Salesfusion’s, becoming Sugar Market’s, Identifying Alignment Points document to learn more areas of your business that will benefit from marketing and sales alignment.