When strategies begin to become misaligned with your sales team how do you ensure you both get back on track? What measures do you put in place to stay on track with aligned strategies?

To make sure strategies align, you have to ensure that sales and marketing are reading from the same sheet of music. When a marketing team is measured on leads, not opportunities (pipeline/revenue), marketers will determine what tactics produce the most leads and execute on those. Immediately, you have a misalignment of both objectives and tactics. To avoid all of this, measure sales and marketing on the same thing. With both teams looking at opportunities, the tactics to generate pipeline will ...Read More

I believe the simplest solution to misalignment is to make sure that both the sales and marketing teams' OKRs align with the same company objectives and to make sure that front-line managers in both organizations have regular touchpoints to communicate what campaigns and programs are running and how effective they are a generating leads. My team has weekly calls with our EDR teams to give and receive feedback on lead quality and campaign performance, as well as a monthly campaign enablement sess ...Read More

Hopefully it never comes to this, however we know that sales and marketing can become misaligned every once in awhile. :) The first step to succeed is to make sure that your marketing leader and sales leader have trust in each other and can have candid conversations about goals and how to help each other. Clear strategies make it easier to use data to become more aligned. Restate your strategies so it is clear on what the teams want to accomplish. Set clear expectations on what you want to measu ...Read More

When strategies begin to become misaligned with your sales team, it is important to evaluate the situation from an objective perspective. Assess the scenario, similar to the idea of a retrospective, and map out possible solutions. To get back on track and stay on track, I recommend the following: Focus on communication. How can you proactively address questions or concerns before they arise? What does this look like? Do you need to have a regular standup meeting to check in? Do you need to provi ...Read More