The two teams often have different goals and KPIs, use different platforms, and create separate sets of data. Ideally, sales and marketing colleagues would use the same solution, so that they can benefit from each other’s data and insights.
During a major economic disruption, the potential for misalignment between sales and marketing is multiplied. This can lead to costly duplicative work, lost opportunities, and wasted time on administrative work that hurts the bottom line—and when you can least afford it. Organizations that proactively align sales and marketing reap many benefits.
These include a more consistent, seamless experience for their customers, lower customer acquisition costs, less overhead spent on administrative work, and the ability to capture data that spans the entire marketing and sales pipeline.
This data can then provide the clearest and most actionable insights on where companies should—and should not—invest to earn the highest ROI. ¹“The CMO’s Agenda: Managing Marketing and Its Alignment with Sales,” Aberdeen, 2017. According to industry analyst firm Aberdeen Group, organizations with aligned sales and marketing teams saw a 20 percent bump in yearly revenue.¹