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Marketing and sales are two fundamental departments that aim for the same goal: to attract and retain customers. Even so, in many companies the relationship between those teams is characterized by a lack of understanding, mistrust, or even dislike. That leads to an average of 65% of marketing content not being used and around 70% of leads not landing a sale. With sales and marketing aligned, those problems disappear.
Why a rethink in sales and marketing management must take place, and how to achieve a sales and marketing alignment, are the focus of this blog post.
Alignment means coordination. So sales and marketing alignment involves integrating sales and marketing into a "smarketing" team. Sales and marketing alignment generates closer collaboration, greater transparency, better communication, and more effectiveness. That results in more customers, more leads, more sales, and more company revenue. The joint alignment of sales and marketing can - but does not have to - result in a merger of the two departments. The main thing is to pull together.
Collaboration between sales and marketing can be quite challenging because those two closely related departments have different priorities:
Both approaches are absolutely understandable. However, those different ways of thinking mean that sales and marketing often work at cross purposes or - in the worst case - even against each other.
A rethink must take place with regard to the marketing and sales funnel. Where sales a few years ago still acted according to the motto "ABC - always be closing" and was successful with it, today it is much more likely to be part of a marketing mix. Customer behavior has changed completely as part of the digital revolution. In other words, the sales-heavy funnel of yesteryear has evolved into a marketing-sales funnel.
There are various approaches to promoting cooperation between sales and marketing. We would like to present the most important ones in more detail.
At first, this content management aspect of marketing sales alignment sounds like a considerable change of systems and structures for the marketing team. The MS Office add-in suite from empower® offers a simple solution that implements quickly and integrates with existing applications such as DAM, PIM, Teams and SharePoint.
Should your interest in empower® be aroused, then arrange a free consultation appointment directly on our website.