Achieving Sales and Marketing Alignment€¦ · Lost sales productivity and wasted marketing spend...
Transcript of Achieving Sales and Marketing Alignment€¦ · Lost sales productivity and wasted marketing spend...
Togetherness:Achieving Sales and Marketing Alignment
[email protected], @jeff_davis2
Jeff Davis - Founder, jd2 Consulting Group
Why Align Sales and Marketing?
What does misalignment look like?
▪ Communication is one-way
▪ When something goes wrong, finger pointing starts
▪ Content utilization by sales is low or non-existent
▪ Pipeline revenue is stagnant or declining
▪ Sales quotas continue to be missed
▪ Low quality leads from marketing
The Marketing and Sales
Conflict
Digital has changed modern buyer behavior.
Most sellers have not adapted.
79%of shoppers research products
prior to purchasing in-store
Source: Salesforce – Connected Shoppers Report (2017)
10sources of information are used
to make a decision by the
average shopper
Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study,
U.S. (April 2011)
80% of shoppers make use of
messaging apps, live chat, or
voice assistants like Amazon’s
Alexa to enhance their
shopping experience
Source: Mojix
The Paradox of
Choice
2020will be the year that CX
overtakes price and product as
key brand differentiators
Source: Walker Information
63% of shoppers do not feel like
retailers know them
Source: Salesforce – Connected Shoppers Report (2017)
55% of shoppers say retail
experiences are disconnected
across channels
Source: Salesforce – Connected Shoppers Report (2017)
Lost sales productivity and wasted marketing
budget cost companies at least $1 trillion a year.Source: 101 B2B Marketing and Sales Tips from The B2B Lead (Reach Force)
Companies with strong sales and marketing
alignment achieve 20% annual growth rate.
Companies with poor sales and marketing
alignment have a 4% revenue decline.
Source: Aberdeen Group
Companies with strong sales and marketing
alignment achieve 20% annual growth rate.
Companies with poor sales and marketing
alignment have a 4% revenue decline.
Source: Aberdeen Group
Alignment produces real business results
Source: Aberdeen Group, Marketing/Sales Alignment 2016: Who is Agile Enough To Win?
Alignment is not a Tech issue
Marketing Tech Landscape Sales Tech Landscape
DATAPROCESSCOMMUNICATION
The 3 Pillars of Alignment
CX
Data
ProcessCommunication
DATA – Insights Enable Growth
Data-focused Single Source of Truth Insights
PROCESS – Map the Customer Journey
Source: Accenture Customer Experience Solution
PROCESS – Map the Customer Journey
• Both teams should focus on their contribution to pipeline revenue
• Agree on common goals – % to Revenue is #1
• Ensure both teams know and understand the company’s “why” (value
proposition, customer personas, messaging, etc.)
• Create content that enables sales to engage customers at each stage
of the sales process in a meaningful way
• Map process to the buyer’s (non-linear) journey
COMMUNICATION – Collaboration Is Key
Source: Arthur T. Himmelman, Collaboration for a Change: Definitions, Decision‐making Models, Roles, and Collaboration Process Guide. January 2002, Himmelman Consulting, Minneapolis, MN.
COMMUNICATION – Collaboration Is Key
• Alignment must be CEO-driven and accountability focused
• Develop a common vocabulary and definitions
• Schedule regular leadership/colleague alignment meetings
• Establish a formal feedback loop to get market intelligence from
sales back to marketing
• Support true collaboration in the organization with the right
resources and capabilities
The Business Case for Alignment
*Aligned to Achieve by Tracy Eiler and Andrea Austin (2016)
✓Alignment must be a CEO-driven initiative*
✓The modern buyer is empowered by digital and needs to be engaged in a new
way by sellers
✓ Lost sales productivity and wasted marketing spend due to misalignment is
extremely costly to the business
✓Alignment can be directly tied to increased revenue
✓Tech alone will not fix underlying misalignment issues between sales and
marketing
✓The 3 pillars of an alignment strategy – Data. Process. Communication.
create togetherness.
Q & A
Jeff DavisFounder
jd2 Consulting Group
jeffdavis2.com
TheAlignmentPodcast.com
@jeff_davis2
708.628.7913