What Middle School Basketball Can Teach Us About Strategic Alignment

Years ago, my daughter was part of a basketball team at her middle school. During the semi-finals of the league tournament, one of her teammates was hit smack in the face, resulting in a noticeable black eye. Raise your hand if you remember how embarrassment was amplified during those formative years! The young girl was hesitant to play with the championship game looming and her bruised eye shining. What happened next exemplifies the essence of teamwork and solidarity.

Despite the risk of disqualification, the entire team showed up with black eyes (achieved with makeup) to support their teammate. This act of unity not only boosted the injured player's confidence but also brought the team closer together, inspiring them to play their best. They stepped onto the court, unified in appearance and spirit, all driven by their shared vision of winning the championship—a vision that inspired them to go beyond their individual capabilities.

By this point in the story, you can probably tell where I’m going: Just as the basketball team came together to support their teammate, business leaders must foster a culture where teams support each other and work towards a shared vision.

Now that our hearts are warmed up, let’s take a look at how this story can be applied in Avocet’s strategic leadership, through various teammates: product, sales, and marketing.?

Sales and Marketing: A Strategic Alliance

Marketing efforts are often viewed as long-term: establishing strong branding, generating qualified leads, and focusing on metrics that elevate brand recognition. Marketers are in it for the long haul, scoring and nurturing leads to gradually convert interest into commitment.

Conversely, sales teams operate on the frontline. Their goals are immediate—meeting quotas, solving prospects' problems, and providing that personal touch crucial for closing deals today. They often seek immediate support from marketing to make these sales happen.

Bridging the Gap with ProSell

Our 'ProSell' program is not just a tool, but a testament to the value we place on teamwork. It is designed to bridge these distinct yet complementary roles, fostering regular interactions between sales and marketing. The program ensures that both teams are not just informed but are collaboratively involved in each phase of the strategy and content planning, offering a hopeful solution to the challenges of alignment.

Regular Strategy Meetings: Like basketball team huddles to discuss the next play, sales and marketing teams should meet regularly to stay aligned on shared goals, discuss workflow, address obstacles, and celebrate wins together.

Joint Planning Sessions: Integrating both teams in the strategy-setting process ensures that marketing strategies are practical and tailored to empower sales with what they need to convert leads effectively.

Clearly Structure Teams: Define explicit roles within the marketing and sales teams to avoid overlaps and conflicts:

• Marketing Roles: Demand generation leads, product marketers and content marketers focus on top-funnel activities.
• Sales Roles: Focus on converting leads at the bottom of the funnel through inbound or outbound strategies.
• Account Teams: Bridge the gap by handling marketing-generated leads, qualifying them, and preparing them for sales engagement.

Unified Metrics: By developing shared metrics, both teams can better understand how their efforts complement each other. This leads to more coordinated efforts and a unified approach to achieving business objectives. This aspect of the 'ProSell' program instills confidence in its ability to align and enhance the performance of both teams.

Go forth and foster this alignment, fueled by teamwork, strategy, and a shared vision. Huddle often, win big, and support your fellows.?