{"id":14882,"date":"2022-02-18T20:15:04","date_gmt":"2022-02-18T20:15:04","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/18\/how-to-align-b2b-sales-and-marketing-teams\/"},"modified":"2022-02-18T20:15:04","modified_gmt":"2022-02-18T20:15:04","slug":"how-to-align-b2b-sales-and-marketing-teams","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/18\/how-to-align-b2b-sales-and-marketing-teams\/","title":{"rendered":"How to align B2B sales and marketing teams"},"content":{"rendered":"

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\u201cMisalignment between marketing and sales teams is a trillion-dollar problem for B2B revenue teams,\u201d said Julianne Thompson, director of sales development at revenue acceleration platform Drift, in a recent webinar. \u201cThere are a few key factors that led to this divide: sales reps not knowing how to service the appropriate content in sales deals, a lack of tracking for that content\u2019s effectiveness, and wasted time on unproductive prospecting.\u201d<\/p>\n

She added, \u201cWhile marketing and sales funnels are becoming more complex, it\u2019s common that these two teams have trouble seeing eye to eye.\u201d<\/p>\n

Marketing teams have traditionally been accountable for leads and sales teams are commonly accountable for revenue. But, with such distinct divides in focus, this can often lead to discrepancies in planning and execution.<\/p>\n

To help address this issue, Thompson and Meghan Flannery of Drift provided some tactics about how to align these two teams and, in turn, meet brand revenue goals.<\/p>\n

Create shared goals<\/h2>\n

\u201cWe are now [living] in the \u2018revenue era,\u2019 where digital is no longer just a channel \u2014 it\u2019s your entire brand experience,\u201d said Thompson. \u201cMarketing and sales now share the same goals. They\u2019re both focused on driving revenue and improving the customer experience.\u201d<\/p>\n

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Source: Julianne Thompson<\/figcaption><\/figure>\n<\/div>\n

Ongoing digital transformation<\/a> moved brands from the low-tech brand era to the digital assimilation of the demand generation era. Brand success became more dependent on leads, which eventually led to a stark division between sales and marketing teams.<\/p>\n

Now, accelerated transformation due to new technologies and changing customer expectations \u2014 spurred on by the 2020 pandemic \u2014 have brought these teams together once again.<\/p>\n

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\u201cBuyers have come to expect real-time marketing and sales engagements,\u201d Thompson said. \u201cWith this, the teams are aligned around the same goal, which is revenue.\u201d<\/p>\n

To effectively quantify these revenue targets, marketers and salespeople should align on specific KPIs. Here are some options Thompson and Flannery recommend:<\/p>\n