Want Better Marketing and Sales ROI? Stop Ignoring Your Customers
Getting sales and marketing on the same page isn’t always an easy task, but it’s a necessary goal for any company that wants to succeed and prosper in today’s customer-centric business world.
According to the recent Forbes article Sales and Marketing Alignment Begins with the Customer, the fact that B2B sales staff frequently miss their quotas isn’t the latest news. “The culprit, according to sales, is the quality and volume of leads from marketing,” the author stated. “The marketing department may be quick to snap back that sales is ignoring their leads or not trying hard enough to close them.”
The problem can then spiral out of control as companies rush to hire more and/or better sales staff, and as sales credits the marketing department for creating the issue in the first place. “Both departments view success through the prism of how to cover their derrières and stay employed. The company and its revenue pipeline drowns in politics, suffocating and becomes myopically focused on: If only the prospects would try it. They’d then see how badly they need our product.’”
Through all of the infighting one key issue is overlooked: how the customer is being treated. By building an organization and related processes around what the buyer wants and then surpassing those needs, companies can more effectively align their sales and marketing teams to focus on a common goal – instead of bickering and pointing fingers at one another.
Alignment – particularly when it centers on the customer – works. In fact, according to marketing software provider Marketo, achieving alignment between marketing and sales departments is the largest opportunity for improving business performance today. When marketing and sales teams align around a single revenue cycle, they can create dramatic improvements in marketing ROI, sales productivity, and most importantly, top-line growth.