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Sales and Marketing Alignment: A Realistic Goal or Pipe Dream?

Sales and Marketing Alignment: A Realistic Goal or Pipe Dream?

Sales and Marketing departments should work together hand-in-glove, yet evidence suggests this is not the case. A recent SugarCRM survey implies that just one third (33%) of sales & marketing leaders feel their teams are well aligned with each other.

Both departments have the same goal of driving sales and revenue from new and existing customers, so constant collaboration and keeping in sync should be a daily occurrence. So, why do sales and marketing teams struggle so much to align properly? And does it really matter?

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SugarCRM
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November 04, 2021
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  1. N O V E M B E R 2 0

    2 1 Sales and Marketing Alignment A Realistic Goal or Pipe Dream?
  2. © 2021 SugarCRM Inc. All rights reserved. Agenda • CX

    & the Importance of Sales and Marketing Collaboration • Hiding in Plain Sight: Common Mis- Alignment Areas and their Potential Cost to Business • Ideas to Build the Winning Formula for Sales and Marketing Alignment • Q&A 2
  3. Download Guide Download eBook You might be also interested in:

  4. © 2021 SugarCRM Inc. All rights reserved. Your Speakers Today

    Scott Addington VP Marketing (EMEA) SugarCRM Adrian Swinscoe Author / CX Consultant Punk CX
  5. Before we start Everyone is on mute Questions are welcome

    Recording available
  6. © 2021 SugarCRM Inc. All rights reserved. Customer Experience (CX)

    & the importance of Sales and Marketing collaboration 6
  7. © 2021 SugarCRM Inc. All rights reserved. Customer Experience (CX)

    is key CX is more important now than ever before For an optimal customer journey – all business units must work together Clear Vision Simplicity Grit 7
  8. © 2021 SugarCRM Inc. All rights reserved. Imagine a 4x100m

    relay where the customer is the baton • 1st leg = Marketing • 2nd leg = BDR team • 3rd leg = Sales • 4th leg = Implementation • Cross the line = live customer The customer journey 8
  9. © 2021 SugarCRM Inc. All rights reserved. 90%+ of all

    problems in service/experience happens in the gaps between teams Drop the baton and you lose the customer
  10. © 2021 SugarCRM Inc. All rights reserved. Hiding in plain

    sight. Common mis-alignment areas and their potential cost to business 10
  11. © 2021 SugarCRM Inc. All rights reserved. We have been

    talking about sales and marketing alignment about it for 20+ years! Is it really still a problem? 11
  12. © 2021 SugarCRM Inc. All rights reserved. 12 Only 1

    in 3 (33%) of sales and marketing leaders think their teams are well aligned.
  13. © 2021 SugarCRM Inc. All rights reserved. 13 Just 2%

    of marketers say they experience perfect alignment – citing mis-matched goal setting and incentivisation as the root cause
  14. © 2021 SugarCRM Inc. All rights reserved. • Number of

    leads / MQLs • Cost per click / lead / opportunity • Web traffic / Unique visitors / Bounces • Inbound leads vs Outbound leads • Pipeline generated Measurement differences • Calls / connects / conversations • Appointments set • Demo’s given • Cross-Sell / Up-Sell / Renewals • Pipeline generated • Booked business • Customer churn What Marketing like to measure: What Sales like to measure: 14
  15. © 2021 SugarCRM Inc. All rights reserved. Radically different sets

    of KPI’s with virtually no overlap or commonality. 15
  16. © 2021 SugarCRM Inc. All rights reserved. Other examples of

    sales and marketing alignment challenges 16
  17. © 2021 SugarCRM Inc. All rights reserved. More data points

    • Sales representatives ignore 50% of marketing leads (TAS Group) • Only 56% of B2B companies check valid leads before passing them to the sales dept (Marketing Sherpa) 17
  18. © 2021 SugarCRM Inc. All rights reserved. Where are things

    going wrong? 18
  19. © 2021 SugarCRM Inc. All rights reserved. • Mastery •

    Autonomy • Purpose 19
  20. © 2021 SugarCRM Inc. All rights reserved. 20 The business

    case for strong sales and marketing alignment is overwhelming…
  21. © 2021 SugarCRM Inc. All rights reserved. • Businesses with

    strong sales and marketing alignment: • Are 67% more effective at closing deals • Are 58% more effective at retaining customers • Drive 208% more revenue as a result of their marketing efforts. (LinkedIn Research - 2018) • Highly aligned companies grow 19% faster and are 15% more profitable (Forrester Research – 2020) 21
  22. © 2021 SugarCRM Inc. All rights reserved. Decreased sales productivity

    and wasted marketing efforts due to misalignment cost organisations $1 trillion a year. Hubspot 22
  23. © 2021 SugarCRM Inc. All rights reserved. Ideas to build

    the winning formula for sales and marketing alignment 23
  24. © 2021 SugarCRM Inc. All rights reserved. Three foundations for

    the winning formula... Vision Continuous Improvement (grit) Simplicity 24
  25. © 2021 SugarCRM Inc. All rights reserved. Vision 25

  26. © 2021 SugarCRM Inc. All rights reserved. Continuous Improvement Cannot

    happen without clear communication 26
  27. © 2021 SugarCRM Inc. All rights reserved. With all the

    communication tools that we have now (from email to zoom) we are talking too much but not really communicating.
  28. © 2021 SugarCRM Inc. All rights reserved. Simplify: The right

    tech can help 28
  29. © 2021 SugarCRM Inc. All rights reserved. 29 Measuring ROI

    for marketing Marketers have access to campaign performance indicators Sales teams can also access campaign analytics … and sales teams
  30. © 2021 SugarCRM Inc. All rights reserved. You are better

    together 30 When both marketing and sales teams join forces, they are 67% more efficient when closing deals and drive 208% more revenue as a result of their marketing efforts.
  31. © 2021 SugarCRM Inc. All rights reserved. Q&A 31

  32. © 2021 SugarCRM Inc. All rights reserved. 32