How to: Align your Marketing and Sales Teams

Your company’s sales and marketing teams are separate and have separate responsibilities and objectives, however in order to be successful, they must be aligned with each other. The main responsibility of the marketing team is to determine your company’s target market and attract that target market to your company through promotional materials. The main responsibility of the sales team is to take those attracted by the marketing team and turn them into customers, or, in other words, finalize their purchases.

“Researchers have found that sales and marketing team alignment results in 32% annual revenue growth.”


Forrester Research

There are three main steps to aligning your sales and marketing teams…

Align Goals and Objectives

The first is aligning the goals and objectives of both the sales team and the marketing team. For example, if the goal is to increase the conversion rate of prospective customers to actual customers, the marketing team will improve the specification of their target market consumers and sales will improve their tactics for selling to consumers to increase their sales stats (ie. sales/day). With both teams aimed at accomplishing the same goal, they will both improve their functions simultaneously and therefore accomplish the goals faster and more effectively.

Communicate Consistently

Communication between the marketing and sales team is essential in any company. With the same goals in mind, both teams need to be aware of the progress each team has made and what that means in terms of the other team’s next steps or reaction. For example, if the marketing team has started promoting the product towards a slightly different market segment, the sales team needs to be aware because they need to alter how they sell the product to the customers. For example, if the marketing team decides to market towards a slightly younger demographic, the sales team would need to alter the type of language they use when speaking with customers and accent on qualities of the product that appeal to the younger demographic.

Collaboration is KEY

Lastly, collaboration is of the utmost importance when aligning the marketing and sales teams in your company. Seeing as both teams are aimed at accomplishing the same goal, the marketing team can be an extremely effective resource for new ideas or tactics for the sales team, and vice versa. Collaboration between teams will not only allow for improved strategy and innovation of ideas, but will also improve the alignment of each team’s individual strategies. Both of these teams are extremely familiar with the market segment they are marketing and selling to as well as their universal goals in marketing and selling to them. This allows both teams to be knowledgeable enough to develop innovative ideas for both teams and improve the overall effectiveness of both teams’ strategies.
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