As a marketer in the audio and web conferencing industry, I face many challenges when trying to align my marketing and sales teams.
If you have ever been to a marketing conference, then you know there is a whole lot of talk about how to support sales and how to best align with them. On the flip side, if you go to a sales conference, alignment with marketing is rarely addressed. As a result, alignment is often pushed by marketing and slowly accepted by sales. Here are several of the common challenges marketers face when trying to align marketing and sales:
- Trust: One of the biggest issues I see between marketing and sales is trust. Sales does not trust marketing to properly qualify leads, generate the right kind of leads or communicate to their prospects. One of the best ways to overcome trust is to involve the sales team in any process discussions and campaign designs. An SLA will go a long way to overcoming sales challenges in this regard.
- Process: Another sales challenge is getting your sales team to adopt a process. By their very nature, most sales people are process avoiders. The quicker sales can adopt a standard process for marking, tracking and giving feedback, the quicker trust can be established. Again, an SLA is appropriate here to define this process between both parties.
- Metrics: A common set of agreed upon metrics is also an excellent way to build alignment. The metrics must be displayed in the system your sales team is in and their methodolgy must be agreed upon. Metrics like DLO as I talked about earlier can be effective.
What are some of the other challenges you face when trying to align your sales and marketing teams? I would love to hear of some specific sales challenges you have had and how you are addressing them.