When I was first starting my company, it seemed like there were more arguments about sales and marketing alignment than anything else.

Interesting. 

I’ve seen how lack of sales and marketing alignment between employees and management creates problems.

But it is possible to find a way for sales and marketing to work well together. I think in order to do that, you need the 3 Ts:

  • Trust
  • Transparency
  • Timing 

and possibly a 4th: Alcohol.

When it comes to customer insights, revenue operations and a platform approach are all critical.

To be successful, it’s important to know yourself and understand your flaws.

There are now fewer opportunities for sales and marketing teams to influence the buying process because buyers control most of the information flow. It’s getting worse.

The way we’re currently running our sales process is not working as well with more buyers involved, less desire to talk to salespeople, and anonymous research.

The data shows that only 12% of the sales and marketing teams have confidence in their data. That’s really low!

When we’re all fumbling around in the dark with data that we don’t trust, it’s not easy to align sales and marketing.

Sometimes it’s hard to understand why your pipeline isn’t moving, and this can be frustrating. It could be because we’re not implementing the right marketing strategies.

The lack of a shared vision between teams really breaks down trust and respect.

I think it’s time for companies to focus on the basics when they are hiring because this is where their sales and marketing alignment efforts need improving.

To make sure everyone is on the same page, we should look to:

-Trust (keeping promises) -Transparency (being open about all that’s happening in our companies) -TimingSpeed of execution

  • Customer insights
  • Revenue operations
  • A platform approach 

Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀

1. Light up the dark sales and marketing alignment funnel with customer insights 

To create a message that resonates with the right buyers, you need to be able to collect customer insights and act on them.

In sales and marketing alignment, combining third-party intent signals with your organization’s first-party marketing automation and CRM data gives revenue teams the ability to create personalized outreach for every customer.

The following is a list of words that can be used as substitutes in paraphrasing: so, then, therefore, also, because

With these insights, we know the keywords prospects care about when they’re looking for a solution to their problem. So we include those words and phrases in our subject line so that more people will open it.

Our Field Marketing dinner was in Arizona because we found out that there are more late-stage buyers there than in Los Angeles.

We know the pipeline isn’t progressing because our accounts are researching competitors, so we strategically place messaging and display in front of those accounts to introduce them to our brand.

The insights in this article help align sales and marketing, which helps them engage better with prospects.

In order to be successful in sales, you need data that tells you about customer needs and desires. You also have to use this data when a customer is ready to buy.

In the cybersecurity software company, SailPoint for example, they have leveraged customer insights through big data and AI to become more strategic in their execution.

We now focus on accounts with the highest fit and intent scores, which has helped our company’s opportunity creation and pipeline velocity.

2. Invest in RevOps to optimize your marketing and sales alignment resources

One of my most embarrassing executive meetings was one where I came in with a set of numbers that didn’t match the Head of Sales because we were operating on different systems. We both looked like idiots.

I want to do something that has an impact, but I don’t want it to be too hard on me.

  • It’s important to get teams focused on common goals.
  • Fix the data silo problems 

RevOps is a service that helps companies with their revenue operations.

Many companies are focused on RevOps, which is a way to bring together the customer and sales teams.

RevOps is a new trend in B2B. RevOps brings together data from throughout the company to find out trends and areas for improvement.

When teams are aligned, they get more done in less time and generate 38% more revenue. It’s a game-changer.

RevOps is a single source of truth about sales, customer experience, and marketing. It allows everyone to come together and look at the data deciding where they should be deploying resources.

In any given situation, one thing may need more attention. For example, we recently found that as a company we had enough people working at the beginning of our sales funnel but not in-market accounts and converting those prospects into customers. So to solve this issue, I knew I needed to hire more BDRs who would work on these types of issues.

Marketing is often just associated with top of funnel, which shows you only a small part and doesn’t show other areas where success can happen.

When you want to make sure everything is running smoothly, give your RevOps team the responsibility of overseeing every aspect. They can take care of shuffling resources and making things more efficient.

PGi, a successful company for over 25 years and provider of conferencing solutions, knew they needed to do more with less resources. The key was aligning their marketing efforts with sales.

By getting on the same page and focusing on specific goals, like increasing average deal size and time to contact, sales and marketing teams were able to work together more effectively. PGis team saw a 75% increase in win rates!

3. Invest in a platform that brings AI insights and orchestration to every member of the revenue team

Marketing sales alignment teams must work together to keep prospects in the funnel. The problem is that they are using different technology, which creates a disconnect from one another.

There are legacy systems and tactical apps that have a lot of disconnected data. It’s hard for the teams to analyze it so they cant do outreach in a timely fashion.

New people are always coming into the mix, and new competitors enter deals. There’s also a lot of change in behavior from prospects.

We need a platform that will show us all stages of the buying process. It should be in real-time, so we can react quickly to what prospects are looking at.

Timing is crucial for this.

According to Forrester, the early bird catches the worm. 74% of all deals go to providers who help establish a buying vision, and only 26% goes to vendors that respond when they’re asked.

So even though prospects might not want to talk with sales, we still have to be the first ones in touch.

When we know what stage the buyer is in, align marketing and sales can better work together to target them with a message that will be most effective.

But in order to do this, we must use technology and the power of AI.

With so many martech solutions out there, it’s tempting to piece together a frankenstack. This stack keeps us busy with IT work instead of the original goal of ABM.

Revenue Ops can be broken in many different ways, and it’s important to know what the root cause is.

Instead of spending time and money on multiple solutions, focus your efforts on one platform that will integrate with your CRM. This way, you can see every touch a buyer has had across the entire buying process, so you know who to target at any given moment.

Aprimo knows that a unified platform can help them find qualified accounts and tailor content, so they have the upper hand when it comes to competition.

After using their new all-in-one tool, the Sales and Marketing Alignment teams are able to work together more effectively.

Conclusion

It’s all about getting the customer early in the process. This is a way to make sure they don’t go elsewhere, and it shows that you’re committed.

With the revenue teams united, you can identify high-intent signals early and market to them before they become known in the funnel.

But you must also be willing to commit to the 3 Ts of sales and marketing alignment: Trust, Transparency, and Timing.

Don’t forget the tequila! Not because your strategy is a mess, but to celebrate that you now have an effective way to aligning sales and marketing teams.


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀
Editors Note:

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Justin McGill
About Author: Justin McGill
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