sales and marketing alignment

Free ebook: The Ultimate Guide to Aligning Sales and Marketing - InsightSquared

It’s All About the Perspective We call it the age old Hatfield-and-McCoy feud of the business world. It’s not Coke vs. Pepsi. Or Microsoft vs. Apple. Or Apple vs. Samsung vs. Google (these days). It's Sales vs. Marketing. Since the dawn of time, Sales is on one side saying "there aren't enough leads,” and if there is a high volume of leads, they come back with the classic "the leads suck." On the other side of the fence is Marketing glaring back and saying ”no they don’t. Work them better.” A Harvard Business Review article cited that a shocking 87% of sales and marketing opinions on the other’s department were negative*. This needs to stop. A Middle Ground It is an old conflict, but absolutely unnecessary. The solution is to use analytics, metrics and service level agreements to defuse the feud. Using metrics creates a mutual understanding of expectations from both parties. Share data easily and push each other’s limits to close more deals together. Keep each other honest because at the end of the month, cooperation between the two teams is good for your team and company. In This Whitepaper... - 5 Articles on Improving Relations -Metrics to Set and Measure Expectations - Additional Valuable Learning Resources

Table Of Contents

Pg 3 - Introduction to Sales and Marketing Alignment Pg 4 - Accountability. It’s Not as Scary as You Think. Pg 7 - Work Leads Quickly. Timing is Everything. Pg 9 - Lead Sources. It’s Not All About Marketing. Pg 11 - Plug the Holes in Your Sale Funnel. Pg 13 - Win Big with Recycled Lost Opportunities. Pg 15 - Additional Resources

First 3 Pages

Avoid the Sales and Marketing Feud The Ultimate Guide to Aligning Sales and Marketing Table of Contents Introduction to Sales and Marketing Alignment 3 Accountability. It’s Not as Scary as You Think. 4 Work Leads Quickly. Timing is Everything. 7 Lead Sources. It’s Not All About Marketing. 9 Plug the Holes in Your Sale Funnel. 11 Win Big with Recycled Lost Opportunities. 13 Additional Resources 15 3 | The Ultimate Guide to Aligning Sales and Marketing Introduction to Sales and Marketing Alignment. It’s All About the Perspective We call it the age old Hatfield-and-McCoy feud of the business world. It’s not Coke vs. Pepsi. Or Microsoft vs. Apple. Or Apple vs. Samsung vs. Google (these days). It's Sales vs. Marketing. Since the dawn of time, Sales is on one side saying "there aren't enough leads,” and if there is a high volume of leads, they come back with the classic "the leads suck." On the other side of the fence is Marketing glaring back and saying ”no they don’t. Work them better.” An Harvard Business Review article cited that a shocking 87% of sales and marketing opinions on the other’s department were negative*. This needs to stop. A Middle Ground It is an old conflict, but absolutely unnecessary. The solution is to use analytics, metrics and service level agreements to defuse the feud. Using metrics creates a mutual understanding of expectations from both parties. Share data easily and push each other’s limits to close more deals together. Keep each other honest because at the end of the month, cooperation between the two teams is good for your team and company. In This Whitepaper... 5 Articles on Improving Relations Metrics to Set and Measure Expectations Additional Valuable Learning Resources Our Objective We hope to transform your sales and marketing relationship from the Hatfield and McCoy feud to a healthy competitive relationship, where both teams work to hit the monthly sales quota.