We talk a lot about the importance of aligning sales and marketing teams – it’s the DNA of our business. I have realized in my 12 month journey with Sugar Market, previously Salesfusion, that the definition of ‘alignment’ largely depends on your audience. From processes to the physical location of teams, organizations are constantly experimenting with ways to increase the efficiency of two teams who are equally dependent on each other for their own success.

One of the primary places this alignment manifests itself, both in our own team as well as within our customers and prospects, is in the ability to understand the buyer journey. For our sales and marketing team (and yes, I choose to say our sales and marketing team as a collective unit), we work together on a daily basis to better understand our buyer journey. It takes constant communication, perpetual A/B testing and, most importantly, systems and processes that give both teams a creative foundation. By providing transparency into the buyer journey, both teams are able to refine their process and become more closely aligned.

I am in the unique position to be both a student and a teacher in how best to measure, communicate and refine the buyer journey between marketing and sales teams. We have a remarkable internal process but I also get to learn each day from our customers and prospects. From this experience, I have identified a few critical areas to consider when examining the buyer journey for any team:

All of these points aside, the most important aspect for any organization is that understanding the buyer journey isn’t only a sales or marketing responsibility. It’s a collective responsibility owned by both teams. Specific lead followup actions may be owned by sales or marketing at certain phases, but in the best organizations, the overall buyer journey is a seamless experience across both.