The hidden reason why campaigns miss the mark

It’s easy to point to strategy or message as the culprit when campaigns fall short.

But the real issue might run deeper: misalignment across your teams.

So, before you dive into landing page tweaks or strategy shifts, pause and consider how well your marketing and sales teams are working together… and whether bridging communication gaps could be the real game-changer.

The core campaign problem

Generally, marketing takes the lead on campaign creation and execution, while sales focuses on nurturing leads and turning them into customers.

But, too often, that means marketing is developing campaigns without critical customer insights… and sales isn’t equipped with the fundamental knowledge and resources to execute outreach effectively.

To avoid this disconnect, both sales and marketing need to have a stake in campaign development.

When they work together from the start, marketing can use key information about the current market from sales to inform campaign strategy. And sales can better navigate how to leverage marketing collateral when communicating with prospects.

The importance of alignment across the campaign process

When teams aren’t aligned, targeting, messaging and campaign execution all suffer. Which is why you need to ensure sales and marketing stay in regular communication throughout the entire campaign process.

• Targeting the right buyers

Sales has firsthand knowledge of your buyers, which is incredibly valuable when it comes to building the right audience.

Encourage your teams to gather feedback from sales reps and conduct regular market research to identify who has a need for your solution—and the kind of messaging they respond to.

This prevents you from building a list that’s too broad or a message that doesn’t resonate.

• Messaging across channels

If each channel tells buyers a different story, your campaign won’t deliver the impact you need to spark interest or build trust.

Have sales and marketing work together on crafting a message that’s consistent across email, LinkedIn, phone and more.

When you take the time to collaborate on a unified message, both teams believe in it and understand how to translate it into content or outreach.

• Campaign execution

Miscommunication and confusion are a central cause of campaign delays and errors.

To avoid losing momentum, make sure every team member understands the campaign’s objectives and timeline. When marketing and sales share a clear vision, everyone knows what their share of the workload is and when they need to execute it.

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