Align Marketing and Sales to Increase Revenue

September 17, 2021

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Companies can use sales enablement to provide a better customer experience and empower their revenue generating employees to be more productive and efficient. Predictable sales just don’t occur in a bubble. The truth is that resources, leads, and marketing budgets get wasted if you don't align your sales and marketing teams. Nearly 70% of B2B content gets ignored and 75% of generated leads don't convert to sales. Why?

Aberdeen Group found that when sales and marketing are aligned it generates on average 32% more revenue, retains 36% of customers, and achieves 38% higher sales win rates. The big question is ⏤ how do you align sales and marketing to maximize your revenue growth?

With increasing competition from companies that have more sophisticated marketing and sales capabilities, it's imperative that companies leverage their resources to deliver a superior buyer experience and drive revenue.

Marketing's goal is to get you in front of as many potential customers as possible. Sales is responsible for taking as many of those leads as possible and converting them into sales.
You need to align and tightly integrate your marketing and sales to generate convertible qualified leads. The next step is the most important. You don't just need the right content, but you must also ensure that it aligns with the buyer's journey as well as buyer personas.

An integrated sales and marketing approach that delivers not just relevant content but content that moves your audience towards the next logical step in the buyer's journey will help to create a more predictable sales process. This combined approach increases your lead and deal flow because you ultimately end up giving the buyer what they want - which is to control the buying process on their schedule with the information they need to make a buying decision. When you consider that most marketing and sales models, although modified to fit the digital world, haven't really changed all that much except that it’s content plays within a digital medium. We still try too hard to sell to our audience. We still for some reason think that they can’t go out there and do research on their own, and reach out when they have all the information they need to make a buying decision.

If you think about all the information available to our buyers. Everyone is an avid researcher. Everyone has access to all sorts of data and information.

With so much access to information and yet we try to market to our audience like it's 1999, no wonder the hard core sales tactics don’t work before the buyer has satisfied all of their educational requirements.

Smart companies are catching on to the fact that buyers are in control and don’t want to be sold to. They know that most marketing and sales teams operate under older rules of engagement in today’s buyer controlled world. They also know that things change and that what used to work doesn’t work any more. More and more companies are merging the functions of marketing, sales, and customer service under a single growth engine because with the customer now in control, they can reach out on multiple channels, to multiple departments looking for one thing- to get the information and/or assistance they ask for. This is probably one of the single factors for how startups obtain unicorn level growth rates.

Case in point- we have a client that helps companies land and expand into the Asia Pacific Region. They have seen successful companies and not so successful companies land and expand into APAC and they report that the single biggest reason that causes some of the lucky ones to actually obtain unicorn level growth rates is because they unify their marketing, sales, and customer service under a single growth unit that works together to serve the customer.


The most successful companies align their sales, marketing, and customer success teams with integrated data and end to end visibility so that the teams can see what content and marketing message resonated and caused them to become interested in your offering in the first place. After they become customers, they focus on nurturing the relationship and making sure the customer stays a happy one.

Imagine if your marketing department was able to track and obtain metrics on what channels get people interested in the company’s offerings? Imagine sales having access to data so they can learn what questions they have and use that to inform the sales process so they can sell more effectively.

We know that today’s buyers are better informed and get through about 80% of the decision making process before even talking to a company about their solution and how it benefits them. By knowing what information they found helpful to get them there, sales has a distinct advantage and can tailor sales conversations and demos around the prospects' needs.

The bottom line is that it's a tough market out there. Companies large and small invest in platforms to help them gather as much information as possible across the board because they know that flying blind will lead you astray. Ultimately it's about being able to see, track, measure, and convert so you can not only generate more sales, but know what is most effective at generating those sales so you can do more of that and less of the things that don’t work.

What are your thoughts on this? Happy to share insights and compare notes on this. 

About the Author

Gloria Gunn

Co-founder - LinkedSure

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