aligning sales and marketing

Sales leverage less than 50% of the materials created by marketing, while at the same time spend about 40% of their time, not on selling, but preparing specific sales material to help their selling

“there is an urgent need for marketing and sales to align and embrace technologies, processes and programs that enable wider and deeper customer conversions.”

Liz Miller, vice president of operations of the CMO Council

A recent survey from the CMO Council and the Wall Street Journal revealed that sales leverage less than 50% of the materials created by marketing, while at the same time spend about 40% of their time, not on selling but preparing specific sales material to help their selling. And shock horror – with only a 20% success rate.

Why aligning sales and marketing is good for all parties

The study advocated marketing and sales spend more time together on the common goal of sales and revenue generation and from what we can see from this example, increasing effectiveness and reducing wasted time, energy and money.

And as I type this I can hear you all nodding in agreement (put aside the fact that nodding is a quiet past time) that aligning sales and marketing would be a good thing for the world …but does either ‘side’ respect the other?

Can they put aside their differences, their in-grained perceptions to believe they understand and can add any value to supporting the other’s function and objectives?

Conducting research to highlight a gap, or a mis-connection and create discussion is the easy part.

Developing and implementing a lasting solution is an investment that requires grit and determination. Aligning sales and marketing will reap rewards far beyond those quarterly sales targets.