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?
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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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