Increasingly, the spotlight is on the importance of aligning sales and marketing. Deep down, we all know that these functions are two sides of the same coin - but, sometimes, the reality can be a little different. Sales don't always have the best opinion of marketing and vice versa.
Discord between the two will have a negative impact on your organisation, so achieving harmony is essential. In her article, "5 myths about sales and marketing alignment debunked", Stacey Thornberry says: "When sales and marketing aren't aligned, you'll run into inconsistent messaging, battles over lead quality, and an 'us vs. them' mentality."
If you're a prospect being subjected to these kinds of incongruities, it's not going to sit well with you - and a company that previously looked like the right fit for your needs may instead seem unappealing.
Both sales and marketing are working towards the same end goal: to drive business. Prospects are more likely to progress the entire way along the buyer's journey if their experience is holistic; if each interaction they have with your organisation builds on and supports the last. They don't want to be hearing mixed messages that fail to correlate.
Sales and marketing each have a vital role to play in their own right, but when they work cohesively together they create something even more valuable.
Myth #1: Sales and marketing work independently Sure, they CAN, but they SHOULDN'T. When sales and marketing aren’t aligned, you'll run into inconsistent messaging, battles over lead quality, and an "us vs. them" mentality. Sales teammates are out in the field speaking with prospects and customers more often, so it's important for them to share their learnings with the marketing team: what content is resonating? What message isn't getting a response? What are prospects' top concerns? Gathering pertinent data will help everyone engage with prospects better and improve the customer experience. Breed cohesive outreach by coordinating efforts, and ensure that you have a mechanism for closed-loop feedback.