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?

Transcript

1. N O V E M B E R 2 0 2 1
   Sales and Marketing Alignment
   A Realistic Goal or Pipe Dream?
   

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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
   

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3. Download Guide
   Download eBook
   You might be also interested in:
   

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4. © 2021 SugarCRM Inc. All rights reserved.
   Your Speakers Today
   Scott Addington
   VP Marketing (EMEA)
   SugarCRM
   Adrian Swinscoe
   Author / CX Consultant
   Punk CX
   

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5. Before we start
   Everyone is
   on mute
   Questions
   are welcome
   Recording
   available
   

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

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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
   

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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
   

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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
   

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10. © 2021 SugarCRM Inc. All rights reserved.
    Hiding in plain sight.
    Common mis-alignment areas and their potential cost to business
    10
    

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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
    

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12. © 2021 SugarCRM Inc. All rights reserved.
    12
    Only 1 in 3 (33%)
    of sales and marketing leaders think
    their teams are well aligned.
    

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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
    

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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
    

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15. © 2021 SugarCRM Inc. All rights reserved.
    Radically different
    sets of KPI’s with
    virtually no overlap
    or commonality.
    15
    

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16. © 2021 SugarCRM Inc. All rights reserved.
    Other examples of sales and
    marketing alignment challenges
    16
    

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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
    

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18. © 2021 SugarCRM Inc. All rights reserved.
    Where are things
    going wrong?
    18
    

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19. © 2021 SugarCRM Inc. All rights reserved.
    • Mastery
    • Autonomy
    • Purpose
    19
    

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20. © 2021 SugarCRM Inc. All rights reserved.
    20
    The business case for strong sales and
    marketing alignment is overwhelming…
    

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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
    

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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
    

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23. © 2021 SugarCRM Inc. All rights reserved.
    Ideas to build the winning formula for
    sales and marketing alignment
    23
    

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

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25. © 2021 SugarCRM Inc. All rights reserved.
    Vision
    25
    

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26. © 2021 SugarCRM Inc. All rights reserved.
    Continuous Improvement
    Cannot happen without clear
    communication
    26
    

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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.
    

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28. © 2021 SugarCRM Inc. All rights reserved.
    Simplify:
    The right tech can help
    28
    

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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
    

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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.
    

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31. © 2021 SugarCRM Inc. All rights reserved.
    Q&A
    31
    

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

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