In today's business environment, marketing and sales cannot function mutually exclusive of each other. This is where sales-marketing alignment comes into the picture. For a business to be able to reach its ultimate aim of customer satisfaction, an integration of sales and marketing is essential. This post elaborates how sales-marketing alignment can benefit your business.
Better marketing support for sales: By aligning sales and marketing, you can enjoy better marketing support for sales. A real-time, 360° view of prospects and their interactions with the business will help marketing become proactive. Marketing will be able to anticipate prospect-related sales requirements and offer sales the kind of support they need, on-demand.
Enhanced buyer experience: Well-synchronized sales and marketing functions enable marketing to provide the sales teams with personalized sales materials that enhance buyer experience through a higher degree of relevance, consistency and personalization.
Improved lead quality and shorter sales cycles: With a 360° real-time view of prospects, marketing will be able to decipher which prospects are truly sales-ready and which ones need to be nurtured. As a result, only the best leads would be passed on to sales, while marketing will continue to cultivate others until they are better qualified. From the sales perspective, improved lead quality leads to shorter sales cycles, as the time taken to close a deal is shorter.
Better Lead Management: Sales and marketing alignment promotes better lead management by bridging the gap between the parties involved in lead creation and follow-up. So, if 25% of the leads provided by marketing don’t turn into sales, you have access to relevant data to evaluate where in the ensuing sales process a lead failed.
Improved Marketing & Sales ROI: Real time prospect insight provides information that helps marketing focus its efforts and resources on the most likely prospects. Consequently, increasing the return on marketing and sales investments.
Personalization: By bridging the gap between lead creation and follow-up, closed-loop marketing yields data that will allow every subsequent follow-up with a specific contact to become more focused.
Apart from those mentioned above, studies cite various other benefits of marketing-sales alignment including increased revenue and profit generation, decreased marketing and sales costs, and better customer retention and acquisition. Sales-marketing alignment bridges the gap between the 2 key functions of marketing and sales so that traditional 'Marketing vs. Sales' conflicts are avoided.
Enhanced buyer experience: Well-synchronized sales and marketing functions enable marketing to provide the sales teams with personalized sales materials that enhance buyer experience through a higher degree of relevance, consistency and personalization.
Improved lead quality and shorter sales cycles: With a 360° real-time view of prospects, marketing will be able to decipher which prospects are truly sales-ready and which ones need to be nurtured. As a result, only the best leads would be passed on to sales, while marketing will continue to cultivate others until they are better qualified. From the sales perspective, improved lead quality leads to shorter sales cycles, as the time taken to close a deal is shorter.
Better Lead Management: Sales and marketing alignment promotes better lead management by bridging the gap between the parties involved in lead creation and follow-up. So, if 25% of the leads provided by marketing don’t turn into sales, you have access to relevant data to evaluate where in the ensuing sales process a lead failed.
Improved Marketing & Sales ROI: Real time prospect insight provides information that helps marketing focus its efforts and resources on the most likely prospects. Consequently, increasing the return on marketing and sales investments.
Personalization: By bridging the gap between lead creation and follow-up, closed-loop marketing yields data that will allow every subsequent follow-up with a specific contact to become more focused.
Apart from those mentioned above, studies cite various other benefits of marketing-sales alignment including increased revenue and profit generation, decreased marketing and sales costs, and better customer retention and acquisition. Sales-marketing alignment bridges the gap between the 2 key functions of marketing and sales so that traditional 'Marketing vs. Sales' conflicts are avoided.
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