Sales and marketing misalignment is a costly problem for businesses. Harvard Business Review stated that the disconnect between sales and marketing teams costs organizations 1 trillion dollars annually. Teams often experience misalignment when they do not clearly understand their role, hand-offs between departments, or where to focus their time. This can lead to frustration and poor collaboration between go-to-market teams. However, when aligned, sales and marketing teams work together more effectively and drive growth.
This alignment includes a few essential elements:
1. Common Definition of Customers
First, for alignment to be effective, both sales and marketing need to have a clear definition of customers and leads. A unified understanding will ensure that efforts aren't duplicated and that both teams target the right audience.
2. Shared Processes
Alignment thrives on seamless workflows. Clear hand-offs, coordinated follow-ups, and shared responsibilities ensure fewer leads fall through the cracks and more effective touchpoints are maintained throughout the customer journey.
3. Shared Goals and Metrics
When sales and marketing teams work together towards the same objectives, it's easier to track success because both teams know what success looks like. Shared data, such as lead conversion rates or revenue growth, keep everyone working toward the same objectives.
4. Common Technology Platforms
Technology can make or break the alignment process. Teams need tools that allow them to work from the same data. When teams integrate marketing automation systems with CRM platforms, they ensure an effortless flow of information and strengthen collaboration.
Why Integrate Tools?
Integrating tools is one of the best ways to ensure sales and marketing teams are not suffering from misalignment. Creating better visibility for both teams allows them to work together better through the customer journey.
Better visibility for both sales and marketing teams: By integrating sales and marketing platforms, these teams can access the same data. Selecting a tool like HubSpot, which includes both sales and marketing hubs, can be a great way to achieve better alignment in one unified system.
Better ROI Tracking: With shared tools, marketing can better see which of their campaigns lead to conversions, while sales can identify the effectiveness of their efforts, resulting in better ROI tracking.
Better visibility into touchpoints and lead information: Integrated or shared platforms can provide sales with insights into interactions prospects had with various marketing materials so they can better tailor their approach.
Bridge the Gap with SymphonySync™
SymphonySync™ is designed to eliminate the disconnect between sales and marketing by integrating HubSpot and Dynamics 365. With SymphonySync™, marketing data flows seamlessly from HubSpot to Dynamics 365, providing sales teams insights into leads and campaign performance. In turn, teams sync sales updates back into HubSpot, allowing both to operate from the same set of data. This ensures that marketing efforts are fully visible to sales and that both teams can work together efficiently to close more deals.
Ready to take the next step in aligning your sales and marketing efforts? Contact us here to get started with SymphonySync™.
Sales and marketing alignment is essential for driving growth and improving ROI. By focusing on shared goals, clear processes, and the right technology, your teams can work more effectively together. Not sure where to start? Our process consulting services can help you align your teams' success. Contact us today to get started!