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Why You Need To Align Sales And Marketing This Afternoon

Maybe You Can’t Get Everyone Aligned This Afternoon, But You Can Make The Commitment To Alignment

This question about sales and marketing finally working together has been taxing executives for years. Sales hates marketing and marketing hates sales. This must change, and it has to change for one good reason: The prospect has changed.

Today, your prospects are everything. Their buyer behavior and their buyer journey must be 100% aligned with your marketing and sales execution. If your typical prospect life cycle and buyer journey is two weeks, then you should match that with sales and marketing. If its nine months, you should be matching that, too. If they need a ton of education, match it. If they need to be intimate with the creation of your recommendations, give it to them. The only way to truly deliver a remarkable experience to your prospects is to align, combine and completely integrate your sales and marketing effort.

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Why Is Sales And Marketing Alignment All Of A Sudden So Important?

If You Want To Hit Your Revenue Targets, It’s A Non-Negotiable

A few days ago, a prospect mentioned that her CEO was on a sales call with one of their reps and she didn’t recognize the company the sales rep was describing when talking about their business. It’s an obvious symptom of sales and marketing not being on the same page. On the Salesforce.com blog, Jill Rowley explains how marketing and sales need to know a lot more about the customer to improve the key funnel metrics.

But sales and marketing have been on different pages since the beginning of time. Plenty of companies (including large and successful ones) have produced amazing growth while sales hated marketing and marketing hated sales. Why is alignment so important now?

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Pass The Baton, Not The Blame

Ever heard of sales and marketing not getting along? You’re not alone. Aligning marketing and sales has quickly become a top priority for companies around the world. What’s the perceived problem, in 50 words or less? I’m glad you asked: 

Sales is not happy with the quality of leads passed from marketing (“They’re nowhere near ready to buy!”), whereas marketing believes that sales squanders the opportunities that marketing so brilliantly brought to the surface (“You haven’t even called him? He downloaded our whitepaper and attended the webinar!”).

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