The Rise Of The Dynamic Duo: How Connecting Sales and Marketing is Revolutionizing B2B Go-to-Market Strategies

In B2B marketing, the importance of connecting marketing and sales operations cannot be overstated. While marketing and sales teams may have different goals and objectives, both are critical to the success of any business. Recently, in the CMO’s Agenda report, the Aberdeen Group found that by successfully aligning sales and marketing, you can: generate 32% higher revenue, retain 36% more customers and achieve 38% higher win rates!??By connecting these two departments, companies can create a cohesive go-to-market strategy that aligns with the needs of their target audience and ultimately drives growth.?

THE HOLY GRAIL

The ability to create a unified view of the customer journey by connecting marketing and sales operations is the holy grail of growth. ?Sirius Decisions (now Forrester) found that companies that align sales and marketing teams achieve 24% faster growth rates and 27% faster profit growth over a year period.

By working together, these departments can gain a better understanding of the buyer's journey, from the first touchpoint with a brand to the final sale and beyond.? This collaboration allows both teams to identify and speak to the right audience at the right time with the right product, address gaps in the customer journey, and ensure a smooth and seamless experience for potential buyers.

In addition to improving the customer experience, connecting marketing and sales operations can also drive revenue growth. A goal every b2b company is striving for.? By working together, these departments can identify new opportunities to generate leads and increase sales. Marketing teams can use data and insights from the sales team to create more effective campaigns that target the right audience, while the sales team can leverage marketing materials to nurture leads and close deals.

THE DATA

According to a recent post from Invesp (The Importance of Data Driven Marketing – Statistics and Trends) businesses that use data-driven strategies in marketing drive five to eight times as much ROI as businesses who don't.? Let that sink in.??

A connected marketing and sales operations team; means connected data.? Connected data gives the entire go-to-market team the ability to drive a more effective messaging and content strategy to generate and nurture leads. ? By collaborating, the entire go-to-market team can ensure that all messaging is aligned, consistent, and personalized across all channels. This includes everything from website content to email marketing campaigns to sales presentations to customer success communications. This consistency not only helps to build brand awareness and trust but also makes it easier for potential buyers to understand the value proposition and benefits of a product or service.

In addition to improving messaging and content, connecting marketing and sales operations can also help optimize lead generation and nurturing efforts. By working together, these departments can identify the most effective channels and tactics for generating leads and nurturing them through the entire sales funnel. This includes everything from social media advertising to email marketing to content marketing and even events. By leveraging data and insights from both teams, companies can create a more holistic and effective lead generation and nurturing strategy.

Every growth-oriented company is laser-like focused on the numbers.? By working together, these departments can establish clear metrics and KPIs that align with overall business objectives enabling companies to track the success of their marketing and sales efforts throughout the entire funnel, gain a deeper understanding of their audience and make data-driven decisions about future investments and strategies.? This strategy helps break down silos and encourages open communication and collaboration, enabling companies to foster a sense of shared responsibility for driving and achieving business goals- leading to a more motivated and engaged workforce, as employees feel that their contributions are valued and are working towards a shared purpose.

THE DOWNSIDE

However, connecting marketing and sales operations is not without its challenges. One of the biggest obstacles is the need for clear and effective communication between the two departments.? Oftentimes, this shows up in a company as a “trust issue” between sales and marketing teams. Marketing teams are focused on building brand awareness and generating leads, while sales teams are focused on closing deals and generating revenue. This can lead to a perception that marketing is not providing qualified leads, and sales are not effectively closing the leads provided by marketing. This disconnect can lead to a lack of trust between the two teams, as each may feel that the other is not pulling its weight. To overcome this issue, it is crucial to establish open lines of communication to ensure that everyone is a shared goal.?

Another challenge is the need for a shared understanding of the customer journey. Marketing and sales teams may have different ideas about where the customer journey begins and ends, as well as the touchpoints that are most critical. It is essential to establish a clear framework for the customer journey and ensure that both teams are aligned on the key stages and touchpoints within that journey.

Finally, the 3 p’s;? people, process and product.? Every company wants a connected go-to-market team, especially the roles of marketing and sales, BUT it’s hard work.? Connecting marketing and sales operations requires a significant investment of time and resources. This includes everything from training and education to technology and infrastructure. Companies must be willing to make this investment if they want to realize the benefits of a more integrated and collaborative approach to go-to-market.

THE SKINNY

Connecting marketing and sales operations is essential for driving growth in B2B go-to-market. The numbers don’t lie.? By creating a cohesive and aligned strategy, companies can improve the customer experience, generate more leads and sales, and optimize marketing and sales efforts. However, achieving this level of collaboration requires clear communication, a shared understanding of the customer journey, and a significant investment of time and resources. For companies that are willing to make this investment, the rewards can be significant, including increased revenue, improved brand awareness, and a more engaged and motivated workforce.