What common communication challenges hinder strategic alignment between sales and marketing teams?

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Strategic alignment between sales and marketing teams is crucial for achieving business goals and delivering value to customers. However, many organizations face common communication challenges that hinder their ability to collaborate effectively and efficiently. In this article, you will learn about some of these challenges and how to overcome them with better decision-making skills.

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1 Lack of shared vision and goals

One of the main communication challenges between sales and marketing teams is the lack of a shared vision and goals for the organization. Without a clear and consistent understanding of what the business is trying to achieve, how it differentiates itself from competitors, and who it serves, sales and marketing teams may have conflicting priorities, expectations, and strategies. This can lead to wasted resources, missed opportunities, and reduced customer satisfaction. To overcome this challenge, sales and marketing leaders need to communicate regularly and align their vision and goals with the overall business objectives. They also need to involve their teams in the planning and execution process, and ensure that they have the right tools and metrics to measure and track their progress.

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Mian Umar Javaid

Strategic C Suite Leader | Consumer Durables Expert | Driving Revenue Growth & Market Expansion | 25 Years of Success | LUMS MBA'99
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Goal incongruence is one of the main obstacle that creates disruption & inefficiencies in the organisation. Lack of communication & shared purpose within cross functional teams operating in silos results in waste of resources; poor execution & dissatisfied customers. This is true not only for Marketing & Sales but even Operations & Product Development. Organisations need to develop & foster a culture of collaboration & partnerships rather than cut throat competition that values & rewards group & teamwork rather than individual glorification.

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2 Siloed information and feedback

Another communication challenge between sales and marketing teams is the siloed information and feedback that they collect and share. Sales and marketing teams often have different sources, systems, and formats of data and insights that they use to inform their decisions and actions. However, if they do not share this information and feedback with each other, they may miss out on valuable insights that could improve their performance and customer experience. For example, sales teams may have direct feedback from customers on their needs, preferences, and pain points, while marketing teams may have data on customer behavior, preferences, and feedback from various channels and campaigns. By sharing this information and feedback, sales and marketing teams can gain a more holistic and accurate view of their customers, and tailor their offers, messages, and interactions accordingly. To overcome this challenge, sales and marketing teams need to establish regular and structured communication channels, use common platforms and tools, and create feedback loops that allow them to exchange and act on information and feedback.

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?? Shaun McAndrew

Aerial Advisor | Known for finding 6 figures in 60 minutes using my exclusive Rapid Altitude Assessment │ Vice President | Keynote Speaker
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Rivalry between marketing and sales increases the strength of the silos making information transfer even more difficult. Some of that goes to not having shared goals (see above); some of it goes to culture. How can you break silos? If first has to be seen as a problem. Second, alignment from senior leadership is essential to create support to create the communications processes to maintain robust information flow. The processes can be written policy, data governance or both. Both is the best option, but implementation will depend on resourcing. Personality can come into play to get the communications ball started; however, if the communications are not evolved into a standard process, the organization will revert to previous habits

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3 Different languages and perspectives

A third communication challenge between sales and marketing teams is the different languages and perspectives that they use to communicate and understand their work. Sales and marketing teams often have different terminologies, jargon, and acronyms that they use to describe their activities, processes, and results. They also have different perspectives on how to approach and solve problems, how to prioritize and allocate resources, and how to evaluate and reward success. These differences can create confusion, misunderstanding, and mistrust between the teams, and affect their collaboration and decision-making. To overcome this challenge, sales and marketing teams need to develop a common language and perspective that bridges their differences and fosters mutual understanding and respect. They need to define and agree on key terms, concepts, and metrics that they use to communicate and measure their work. They also need to appreciate and leverage the strengths and perspectives of each other, and seek to learn from each other's experiences and best practices.

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4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What common communication challenges hinder strategic alignment between sales and marketing teams?

1

2

3

4

1 Lack of shared vision and goals

2 Siloed information and feedback

3 Different languages and perspectives

4 Here’s what else to consider

Decision-Making

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What common communication challenges hinder strategic alignment between sales and marketing teams?

1

2

3

4

1 Lack of shared vision and goals

2 Siloed information and feedback

3 Different languages and perspectives

4 Here’s what else to consider

Decision-Making

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