3 Reasons You’re Still Not Aligned With Sales
A majority of B2B marketers are still struggling to align with Sales. While they understand how important it is for both teams to get along and work closely to drive growth for the organisation, they’re often stuck on “the how.”
To address this problem, B2B marketers have to first figure out what they’re doing wrong. Chances are, it’s one or all three of these things:
You’re Focused On Lead Volume
One of the biggest causes of hostility between Sales and Marketing is a lead handoff. At most organisations, Marketing focuses on lead volume and Sales focuses on companies. When Marketing sends over leads that don’t align with Sales priorities, deals don’t close.
But by switching the focus to accounts that Sales is already investing their efforts on, you’re able to break out of the quantity pattern.
Your Vanity Metrics Don’t Mean Much
We all know difficult it is to actually measure ROI for our campaigns. With all the data out there today, it can be difficult to measure and report on the right things, especially when you don’t know what the right things are. That’s why more often than not, B2B marketers turn to vanity metrics like impressions, CTRs and unique visitors to measure their results. But what happens when Sales has a bad quarter and you’ve managed to hit your goals?
While the metrics mentioned above provide insight into how our campaigns are performing, they don’t really help us determine the impact we’re having on the broader organisation, and more importantly, revenue.
To understand your impact on revenue, you need to break your metrics up into leading and lagging indicators. Leading indicators are the more proximate measures that can help you determine the effectiveness of campaigns. Meanwhile, lagging indicators show you business outcomes like closed revenue, win/loss rates, funnel velocity and retention and upsell.
You’re Building Campaigns Without Sales Input
Not only do you want to agree with Sales on goals, you also want them to be on board with the activities you’re doing to hit those goals. Getting Sales involved at the campaign level not only helps you with overall alignment, it can provide very useful insight.
Typically, traditional B2B advertising tends to cast a wide net. But when you work with Sales to build and target a list of specific accounts, you’ll not only narrow your advertising approach, but you’ll also be able to share metrics like account engagement and lift with Sales, so they can prioritise follow-up.
Events and Field Marketing
We all know how important events and field marketing are to a driving pipeline. But there’s a way to make them even more focused and strategic: by partnering with Sales. With Sales input, you can determine which regions and cities need the most attention, and focus your event strategy on the accounts that matter.
Marketers pride themselves on their creativity and ability to deliver messages that resonate, but more often than not, Sales is left out of the conversation. Working with your sales team to identify key pain points your prospects and customers face, will make your content more relevant and more engaging to your target audience.
So if you’re still struggling to align Sales and Marketing or are curious to learn how the changes above are implemented, check out our recent webinar - Expert ABM: Bring Sales and Marketing Together.