With more defined buyer’s journey and digital and mobile expertise emerging as prime movers, the B2B buying process has witnessed a paradigm shift. This has forced organizations to rethink the ways to achieve harmony between Sales and Marketing process while aligning their sales process to meet expectations of the new age buyer.
Most successful B2B organizations now are able to achieve, with some variance, a combination of 30% sourced vs 70% Influenced leads in their sales pipeline. The marketing programs also are now integrated, multi-touch and data driven.
With customer experience taking a center seat, how does one align Sales and Marketing teams to achieve performance?
Four key areas of alignment between Marketing and Sales
Mutually agreed SLAs need to be created and solidify them using datapoint
Define common processes, definitions, rules and timeframes
Develop an integrated campaign framework
Integrate technology when applicable
Summary:
- Effective alignment begins with a consistent language, SLA’s and a measurement system.
- High performing organizations uniquely generate over 30% of the sales pipeline and influence over 70%.
- The integrated campaign model is all about the customer / prospect journey not a single marketing tactic.
- The marketing mix is evolving to be more digital with tight integration with inbound activity.
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