What True Sales & Marketing Alignment Looks Like (Part I)

For many sales and marketing leaders, there is still work to be done when it comes to improving the relationship between their teams. Recently, my company, BigMachines, released a 2011 Benchmark Survey on the state of the sales industry, featuring responses from 100 sales executives. The aim of the survey was to uncover the biggest pain points affecting their jobs today. The top result? Two-thirds of respondents said that the biggest pain point is the disconnect between sales and marketing.

This is troubling to hear because when the lines of communication are broken, opportunities might be missed, errors can occur, and deals can even be lost. I’m fortunate to work for a company that takes the relationship between marketing and sales seriously and highly values collaboration. Here’s a portrait of how sales and marketing work for us:

My marketing team is an integral part of the sales process. We work closely with both inside and outside sales teams to provide the right messages to prospects and customers at the right times. We also provide them with an ongoing stream of sales leads and help them prioritize those leads based on demographics and interest levels.

Sales knows that marketing is here to help them meet their sales targets. We provide the intelligence and expertise to help them win. Our job is to build the supporting infrastructure to deliver selling messages via the most effective channels, and then monitor the results.

Our goals are aligned and we work (and play) as a team. Month after month, members of our sales team nominate members of my marketing team for “Star of the Month” awards. Sales thinks we rock (and we do)!

Have you implemented strategies within your organization that help sales and marketing work better together?

Will Wieglar

Will Wiegler is Vice President of Marketing at BigMachines. Follow BigMachines on Twitter @BigMachines

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