Sales and marketing teams should go hand in hand as one department in order to attract, inform and retain customers. So, rather than a sales-driven funnel as it used to be, it’s now more of a marketing-driven funnel. In SaaS, the numbers are even more telling, with the average buyer not contacting (or wishing to be contacted by) vendors until they’re 57% through the sales process – which is set to rise to 80% by 2020.Īnther reason is because the “funnel”, which represents the sales and marketing processes within a business, has also changed.ĭue to the introduction of sales automation tools and marketing software, you’re now able to collect a wide range of data on prospects – making the whole process more data-driven. 75% of buyers depend on social networks to learn about choosing the right vendor,.53% of buyers find that going online and researching is superior to interacting with a salesperson,.92% of buyers start with an information search,.Now, much of the purchase process is happening online, as: The reason for this change is because consumer habits have evolved, and the old sales techniques no longer work. Today, sales is part of the wider marketing mix. Gone are the days of the “ABC – always be closing” approach to sales and using cold call “spray and pray” techniques to find new prospects. (Scroll to the bottom to learn more about this case study) …Īnd it all started as we acknowledged the ever-changing roles of sales and marketing.
Within two years, it’s played a critical role in helping us increase new business revenue by 34%!
In 2016, we began to align sales and marketing teams within our Dutch office - SuperOffice Benelux B.V - as new business growth had slowed down. The research also found that high alignment generates higher brand awareness and average deal size.įurthermore, Sirius Decisions found that companies that align sales and marketing teams achieve 24% faster growth rates and 27% faster profit growth over a year period. So what does "World Class" bring to your organization?Īccording to their CMO's Agenda report, Aberdeen Group found that by successfully aligning sales and marketing, you can: That's right - 95% of "World Class" sales leaders are aligned with marketing.Ĭompared to average leaders, where only 35% of teams are aligned. In fact, it's the difference between being an average leader or "World Class" leader! “Smarketing” means that companies can have one single department, which works together seamlessly to close more business.īecause sales and marketing are combined, rather than silo'ed, it becomes far easier to track results and make high-impact changes in a bid to increase your customer base. Not just a blend of words between sales and marketing. So, how do you successfully align both teams? Because if you don’t, your business is unlikely to grow any further.
If this sounds familiar, then now is the time to address the sales and marketing alignment challenge. This issue has become such a hot topic that Software-as-a-Service (SaaS) companies with more than 200 employees have listed it as their third biggest marketing priority – ahead of understanding marketing ROI and reducing acquisition costs.įailure to align sales and marketing teams is leading to wasted budget and resources as up to 60-70% of B2B content is not being used and close to 75% of marketing leads never convert into a sale. In fact, sales and marketing misalignment is the number one reason why an organization’s annual revenue stagnates or, worse, declines. So much so, that misalignment is costing businesses more than a trillion dollars per year. The lack of alignment between sales and marketing is failing businesses across the globe. Here, we share 8 steps you can take to get aligned, including our own unique case study on how we used it to increase revenue by 34%. Sales and marketing alignment is a long-term strategy.What used to work for sales teams is no longer effective, and a disjointed sales and marketing strategy benefits no one and leads to wasted resources. We explain the reasons why you should consider merging both teams together. If your business is growing, you can no longer afford to ignore the misalignment between sales and marketing.
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