Sales and marketing alignment has been talked about for years. So why is it still such a persistent problem?
In this episode we discuss one of the recurring issues highlighted in the latest State of Sales Report: the ongoing challenge of aligning sales, marketing and lead generation activity.
Despite the rise of the CRO, revenue teams and integrated commercial structures, many organisations still experience tension between sales and marketing. Sales teams complain about lead quality. Marketing teams feel salespeople do not follow up properly. And when the numbers are missed, the “blame thrower” often comes out.
In this practical and entertaining conversation, Simon, Anthony and Steve explore why the problem continues, why alignment is not solved by structure alone, and what sales and marketing teams can do to work better together.
The discussion covers:
The danger of “blamestorming” instead of solving the real problem
Why the rise of the CRO has not automatically fixed alignment
The importance of sales sharing the real voice of the customer
Why marketing teams need to spend more time with salespeople and customers
How salespeople can build stronger internal relationships with marketing
Why involving sales early creates more ownership of marketing campaigns and product launches
Whether marketing should be rewarded or recognised for sales outcomes
Why revenue generation is a team sport, not a solo activity
If you are a sales leader, marketing leader, CRO, account manager, business development professional or revenue leader, this episode will give you practical ideas for improving sales and marketing collaboration. Because if sales and marketing want to generate better revenue results, they need to stop throwing each other under the bus and start working as one team.