Times have changed. Today’s buyers are more empowered. Sales no longer controls the flow of information in the buying process - the buyer does. If buyers have a question about a product or service, they can just search online and receive information instantly, privately, and from a variety of sources.
This move from a sales cycle to a buying cycle changes the goals posts for both Sales and Marketing teams. It means that Marketing now have much more influence before Sales are engaged, and therefore seamless alignment between marketing and sales processes, no matter what size of organisation is absolutely vital.
According to the Aberdeen Group companies with good Sales & Marketing alignment experience a 32 % annual revenue growth compared to those that don't. And 38% of CMOs say that aligning and integrating Sales and Marketing is a top priority for 2015 (CMO Council).
Sales and marketing alignment helps Sales and Marketing work together to improve the all the processes for customer acquisition (lead generation, lead nurturing, lead qualification and sales closing).
So what are some of the key ingredients to breaking down the barriers between Sales and Marketing so that they are better aligned and can work together to close more leads?