Video: Secrets to Overcoming Sales and Marketing Misalignment

A wise person said “when the water is low, the rocks appear.” Today, the rifts between sales and marketing rise to the water’s surface and are more pronounced.

I found three factors that will help you reduce friction between sales and marketing and reach equanimity: Data, Roles, and Content.

The first challenge to sales and marketing harmony is data interpretation. In many cases, marketing and sales are operating based on multiple views of the truth. For example, when your CEO wants to accelerate the company’s rate of growth, she might call a meeting with the head of sales, CMO and CFO. However, the VP of Sales, CMO and CFO are typically referring to three different systems to assess where they are. Three different pictures make it virtually impossible to find the root cause of growth issues.

Defining appropriate data owners and their roles can also be tricky. Who owns what stage of the buying cycle, and how will it be tracked?

Data definition can also run amok. In many companies, marketing defines sales leads one way, and sales defines them another way.

And finally, ROLES…

Sales and marketing roles can be viewed from two angles: their respective missions, and accountabilities.

Sales teams are usually deal-oriented with fast closes while marketing tends to be more investment oriented, creating very different perceptions of urgency. How can you find a middle path and create one mission?

The third element required for equanimity is content.

Content quality should be your first priority. It’s our job as marketing leaders to escape from providing ho-hum content that looks like our competitors’.

Content delivery can also differentiate you from the crowd and help sales gain more traction. Consider the multitude of new ways you can deliver the same content. It’s easy to get comfortable repeatedly using the same content marketing strategies. Thanks to agile marketing methods and “test and learn” models, marketers can experiment and retool rather quickly.

Build a method for fine-tuning your relationship with data, content, and team roles. These adjustments will prevent you from slipping on the river rocks.

Were the three secrets shared in this video valuable to you? Let us know in the comments!

Copyright 2014, Lisa Nirell. All rights reserved.

Comments open: True

Related Posts

As marketing leaders, you know that a strong company culture cultivates a workforce of powerful brand advocates who enhance marketing efforts. What can marketing do to navigate the culture war that ensues in the face of increased M&A activity? Here are three rules of thumb to consider as you evaluate an M&A deal on the horizon, and when you are in the throes of a post-deal journey.

Read More

With the holidays approaching, it’s easy to let things slip. A cookie here, a late weeknight there. That extra shot of bourbon over dinner. Before you know it, ten pounds and ten percent more body fat surreptitiously appear.
Several of my clients have asked what life habits I’ve accumulated over the past decade—a decade that has proven to be transformational for me.
Without healthy leadership habits, I simply don’t know how I would have transitioned to a new home and adapted to living on my own for the first time in 30 years.
I sincerely hope you find solace and an extra shot of productivity from my list.

Read More