According to a report by Forrester Research, only eight percent of B2B companies have achieved effective sales and marketing alignment. Although department leaders believe there’s much to be gained from teams working together to increase lead flow and generate revenue, why doesn’t it happen?
Some colleagues tell me sales and marketing alignment is impossible to achieve. I disagree.
How do we move teams from talking the talk to walking the walk? Here are six ways to achieve sales and marketing alignment.
1. Create Joint Sales and Marketing Goals
Help each team understand exactly what is expected and hold them accountable to concrete, shared, numerical goals.
Calculate both the marketing and sales metrics and provide frequent reporting for each. Make sure you review your metrics and make them accessible to everyone to maintain transparency and improve communication between teams.
Here are some metrics you should be keeping track of:
