EST 1980
Picture depicting a digital funnel for B2B inbound sales

Feb 1, 2023

Creating B2B Sales and Marketing Kumbaya

Nick Ramey Headshot
by Nick Ramey
B2B sales and marketing teams are two of the most important departments in any organization.
They are responsible for , nurturing them, and ultimately closing deals. But despite their interdependence, these teams are often siloed, and their goals and structures are not aligned.
This lack of collaboration can lead to inefficiencies, miscommunication, and missed opportunities, which can harm the business’ bottom line.
To overcome the challenge of aligning sales and marketing teams, it is essential to understand why they are often disconnected and what steps can be taken to bring them together. In this blog post, we’ll explore 10 points that can help you align your sales and marketing teams and drive better results.

Align Goals

The first step in aligning your sales and marketing teams is to align their goals. This means making sure that everyone is working towards the same objective and that there is a clear understanding of what each team is responsible for. For example, the marketing team may be responsible for generating leads, while the sales team is responsible for closing deals.

Define Success

Once the goals are aligned, it’s essential to define what success looks like for each team. This will help each team understand what they need to achieve, and how their success is measured. This also allows each team to focus on the metrics that matter, and helps everyone understand the impact their efforts have on the business.

Establish Clear Communication Channels

Clear and consistent communication is key to the success of any collaboration. B2B sales and marketing teams must have a clear understanding of what information they need to share and when they need to share it. This may involve regular meetings, regular updates, or even an internal communication platform like Slack.

Share Data

One of the biggest challenges in aligning sales and marketing teams is the lack of data sharing. Sales teams may have valuable insights into customer behavior and needs, while marketing teams may have valuable data on lead generation and nurturing. To overcome this challenge, it’s essential to share data between the teams. This can be done through a common platform like a CRM, which can be used to track leads, deals, and customer behavior.

Collaborate on Lead Generation

Lead generation is a critical function for both sales and marketing teams. To align these teams, it’s essential to collaborate on lead generation. This may involve marketing teams providing leads to the sales team, or working together to generate leads through joint marketing campaigns.

Work Together on Lead Nurturing

Once leads are generated, it’s essential to nurture them. involves educating potential customers about your products and services, and building a relationship with them. This can be a time-consuming process, so it’s essential to work together to ensure that leads are nurtured effectively.

Use Analytics to Track Progress

Analytics are essential for both sales and marketing teams. They help teams understand the impact their efforts are having, and identify areas for improvement. To align sales and marketing teams, it’s essential to use analytics to track progress and measure success.
Analytics are key to defining whether or not progress is being made. One of the great opportunities marketing automation software creates is the ability to take the guesswork out of which campaigns are working and which aren't, and why.
For instance, maybe the leads are flooding in, but they're just not converting, or the number of leads isn't enough to hit the level of conversations/proposals/sales you've defined in order to achieve your goal.
This detailed tracking is one of the KEY components to every partnership. The ability to adjust the messaging itself and the channels where this messaging is sent will almost certainly be needed at some point in the campaign to create better results and hit targets.
Know what you want to achieve with every single marketing campaign you build and track it from the beginning.

Encourage Joint Planning and Strategy Development

Planning and strategy development are essential for the success of any marketing and sales effort. To align your teams, it’s essential to encourage joint planning and strategy development. This may involve regular meetings where both teams come together to discuss their plans and goals.

Encourage Cross-Functional Training

Cross-functional training is essential to align sales and marketing teams. By learning about each other’s roles and responsibilities, sales and marketing teams can develop a better understanding of each other’s functions and how they can work together to achieve their goals. 
This training can take many forms, from regular training sessions to shadowing each other in their day-to-day work. By investing in cross-functional training, both sales and marketing teams can develop new skills and gain a deeper understanding of the other team’s perspective, which can lead to better collaboration and improved results.

Foster a Culture of Collaboration

Finally, it’s essential to foster a culture of collaboration between sales and marketing teams. This means creating an environment where both teams feel valued, supported, and respected. This can be achieved through regular team-building activities, open and honest communication, and a focus on teamwork and collaboration. By creating a culture of collaboration, both sales and marketing teams can work together to achieve their goals and drive better results for the business.

Silos between sales and marketing need investment from both teams to resolve

B2B sales and marketing teams play a crucial role in generating leads and closing deals for any organization. However, these teams often have siloed goals and structures, leading to a lack of collaboration and missed opportunities. 
To align sales and marketing teams, it is important to align their goals, define success, establish clear communication channels, share data, collaborate on lead generation and nurturing, use analytics, encourage joint planning and strategy development, provide cross-functional training, and foster a culture of collaboration. 
By taking these steps, sales and marketing teams can work together to drive better results and improve the bottom line.

About Watermark

At Watermark, we partner with your team to bring digital marketing, design, and development expertise that helps exceed internal business metrics. Using data-driven solutions and methodology, we guide and implement best practices that help your business succeed.

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