Collaboration of Marketing and Sales Leads to Peak Performance

A recent study released in September from the  Aberdeen Group analyzes the relationships between sales and marketing and the ways in which collaboration between these two departments can lead to peak performance.

The study found that sales and marketing alignment is critical for top-line revenue growth and to sustain profitability (which shouldn’t really be a surprise to most organizations). According to the study, the best ways to achieve this alignment is through, “common goal identification, defined responsibilities and established workflows.”

The study goes on to state that:

• Effective sales alignment lead to an average 20% increase in company annual revenue
•  Best-in-class companies had 47% of their sales forecasted pipeline generated by their marketing teams
• The key determinates of effective sales and marketing alignment were using common, well-defined workflows between sales and marketing and ensuring a mutual understanding of lead management activities

• Use systems and solutions that improve the collaborative collecting and sharing of customer/prospect information
• Include marketing in sales’ prospecting activities and communications
• Marketing regularly meets and communicates with customers through a formalized process

1. Having a clear and mutual definition of what your organization’s ideal customer looks like.
2. Using a common language to define terms like what a lead really is. 
3. Identify and agree on rules of engagement at key interface points like sales following up with leads or returning leads to marketing. 
4. Operating as a single team by incorporating both teams in joint strategy meetings and encouraging communication between departments. 
5. Measuring what you want to improve.

Posted by Amberlie Denny at October 28, 2010 8:00 AM

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