Even though we're all on the same team and working toward the same goal of more business for our companies, it can sometimes feel like a game of tug of war between sales and marketing departments.
Nora Edmonds, a Senior Customer Success Manager with HubSpot in Boston, has been on both sides of that team. With past experience in sales, she now works as a marketer with enterprise level customers of HubSpot. We also learned she is a former competitive Irish dancer. Cool, huh?
Nora spoke to GulfCoastHUG last night with a clear message: the reality of today’s world is that strong marketing and sales alignment makes a material impact for businesses that harness its power. As Nora said, the old sales and marketing playbook is broken. Buyers are getting really good at blocking out marketing efforts while 60% of the sales cycle is over before a buyer even talks to your salesperson. Today, the buyer has all of the power.
Nora incorporated a fun True/False quiz into her presentation. Which of the following statements are true?
A. All sales reps are a**holes.
B. Sales is motivated by more than money.
C. Marketers sit around all day doing arts and crafts.
D. Marketers are all about data.
If you answered B and D, you are correct!
Nora explained that when it comes down to it, we’re suffering from a really bad case of miscommunication and misconception about one another.
The stats to support change are strong. Companies with strong sales and marketing alignment achieve 20% annual growth, while companies with poor alignment decline 4% in annual revenue.
So, how do we all get along? Smarketing! We achieve that by:
- Defining Common Language
- Setting Up Processes
- Utilizing Tools (for example, HubSpot)
By setting these parameters, you'll establish metrics that ensure everyone is held accountable so that it's no longer an "us" vs "them" mentality at your company.