One of the most important factors in creating a scalable, repeatable revenue machine is sales and marketing alignment. In aligned organizations, sales and marketing are working together in a coordinated effort to achieve the ultimate goal: revenue. There is compelling data that highlights the effectiveness of aligned organizations:
- Organizations with tightly-aligned sales and marketing had 36% higher customer retention rates and achieved 38% higher sales win rates – MarketingProfs
- Companies with dynamic, adaptable sales and marketing processes had an average of 10% more of their sales people on quota – CSO Insights
- Aligned organizations achieved an average of 32% annual revenue growth while less aligned companies reported an average 7% decline in revenue – Forrester Research
- B2B organizations with tightly aligned sales and marketing operations achieved 24% faster growth and 27% faster profit growth over a three year period – Sirius Decisions
Despite these statistics and years of emphasis, sales and marketing alignment continues to be a struggle. The good news is that there is a desire to change. The biggest impetus for this new mind-set has come from sales. Sales now realizes that buying behavior has changed and marketing now must own a significant portion of the buying process. A recent Sirius Decisions poll of 300 sales leaders highlights this: “The top third of the sales cycle has gone away. Salespeople believe that the beginning of the traditional sales process has evaporated and that buyers are self-servicing their needs instead of engaging with salespeople.” Sales needs marketing now more than ever.