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Strategies, processes and key indicators for sales and marketing alignment.

The B2B sales funnel has changed significantly over the past few years. In the old school days, marketing generated leads, passed them on to sales, and hoped they closed the deal. Without a proper sales and marketing alignment strategy, the organization creates silos among key cross-functional teams, which ultimately breeds failure. The behavior of today’s B2B buyers has changed to the point that marketing must support sales throughout every stage of the cycle of sale. As sales situations become increasingly complex, with an average of 5.4 stakeholders involved in each transaction, sales teams rely on high-quality content produced by marketing to help them tell the story. that resonates and concludes transactions.

KPIs: the foundation of sales and marketing alignment

In light of these changes, it is imperative that sales and marketing become one. To implement your sales and marketing alignment strategy, you need to introduce shared goals or key performance indicators (KPIs).

What are Sales Key Performance Indicators?

Basically, a key performance indicator (KPI) is a measurable value that demonstrates how effectively a company or employee is achieving key business goals. Organizations use sales KPIs to gauge both the company’s and the individual’s success in achieving goals.

This is a key performance indicator. Typically this means aligning sales, marketing and operations. These 3 functions must share the same objectives, the same KPIs and the same priorities. A good sales and marketing alignment strategy can help these teams work together to make the entire sales process as smooth as possible. From our point of view and that of many progressive and fast-growing companies, sales is marketing and marketing is sales.

Why is sales marketing?

Sales is the message delivery vehicle of marketing. For a salesperson in a B2B company, each sales situation is unique.

Each time a rep gets in front of a customer, they’re presenting a slightly different story and message of value, based on the message and content the marketing has created. The rep actually acts like a marketer in every sales situation. The salesperson concretely acts as a marketer in each of the sales situations.

The fastest way to close deals

Sales and marketing alignment can quickly falter if your sales team spends too much time on the wrong opportunities. In today’s data-driven world, it’s common for reps to work on more than 20 opportunities at a time. However, juggling a lot of opportunities simultaneously means reps often end up investing too much time on low-quality opportunities and not enough time on opportunities they have a real chance of winning. Data-driven sales teams find that it’s usually more efficient to spend more time qualifying earlier in a sales cycle, with the goal of delivering only the best opportunities to high-paying account executives. With a better qualification, an account manager can devote the necessary time to the right opportunities. With a bad qualification, the AEs disperse. They’ll invest time in low-quality opportunities that probably shouldn’t have been in their sales pipeline to begin with. In addition to qualification, another way to understand the fastest path to closing sales is to learn from the best reps. What do top performers say, do, and use that stand out from the rest of the pack?

Most B2B technology sales reps depend on great content to communicate the value of their solutions to their customers. If reps aren’t comfortable with the message, voice, or layout of the material they’re presenting, chances are they’ll adapt it to their style and selling situation.

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