{"id":6828,"date":"2022-01-26T14:23:45","date_gmt":"2022-01-26T14:23:45","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/26\/fix-this-one-alignment-issue\/"},"modified":"2022-01-26T14:23:45","modified_gmt":"2022-01-26T14:23:45","slug":"fix-this-one-alignment-issue","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/26\/fix-this-one-alignment-issue\/","title":{"rendered":"Fix This One Alignment Issue"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div> <iframe loading=\"lazy\" id=\"binge-iframe-159394\" data-wp=\"1.10\" class=\"binge-iframe\" height=\"70\" width=\"100%\" frameborder=\"0\" onload=\"if (typeof BingeIframeRan === &quot;undefined&quot;) { document.getElementById(&quot;binge-iframe-159394&quot;).style.opacity = 1 } \" style=\"margin-top: 10px!important; margin-bottom: 10px!important; opacity: 0;\" data-lazy=\"true\" data-src=\"https:\/\/bingewith.com\/article\/::_wp&amp;permalink=https:\/\/www.convinceandconvert.com\/digital-marketing\/struggling-with-customer-acquisition-fix-this-one-alignment-issue\/\" scrolling=\"no\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\"><noscript><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-159396\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2022\/01\/Struggling-With-Customer-Acquisition-Fix-This-One-Alignment-Issue-1024x512.png\" alt=\"Struggling With Customer Acquisition Fix This One Alignment Issue\" width=\"1024\" height=\"512\" data-srcset=\"https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2022\/01\/Struggling-With-Customer-Acquisition-Fix-This-One-Alignment-Issue-1024x512.png 1024w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2022\/01\/Struggling-With-Customer-Acquisition-Fix-This-One-Alignment-Issue-300x150.png 300w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2022\/01\/Struggling-With-Customer-Acquisition-Fix-This-One-Alignment-Issue-768x384.png 768w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2022\/01\/Struggling-With-Customer-Acquisition-Fix-This-One-Alignment-Issue-1536x768.png 1536w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2022\/01\/Struggling-With-Customer-Acquisition-Fix-This-One-Alignment-Issue-1000x500.png 1000w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2022\/01\/Struggling-With-Customer-Acquisition-Fix-This-One-Alignment-Issue-100x50.png 100w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2022\/01\/Struggling-With-Customer-Acquisition-Fix-This-One-Alignment-Issue-150x75.png 150w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2022\/01\/Struggling-With-Customer-Acquisition-Fix-This-One-Alignment-Issue.png 1600w\" data-sizes=\"auto, (max-width: 1024px) 100vw, 1024px\"\/><\/noscript><img loading=\"lazy\" decoding=\"async\" class=\"lazyload aligncenter size-large wp-image-159396\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2022\/01\/Struggling-With-Customer-Acquisition-Fix-This-One-Alignment-Issue-1024x512.png\" alt=\"Struggling With Customer Acquisition Fix This One Alignment Issue\" width=\"1024\" height=\"512\" data-srcset=\"https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2022\/01\/Struggling-With-Customer-Acquisition-Fix-This-One-Alignment-Issue-1024x512.png 1024w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2022\/01\/Struggling-With-Customer-Acquisition-Fix-This-One-Alignment-Issue-300x150.png 300w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2022\/01\/Struggling-With-Customer-Acquisition-Fix-This-One-Alignment-Issue-768x384.png 768w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2022\/01\/Struggling-With-Customer-Acquisition-Fix-This-One-Alignment-Issue-1536x768.png 1536w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2022\/01\/Struggling-With-Customer-Acquisition-Fix-This-One-Alignment-Issue-1000x500.png 1000w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2022\/01\/Struggling-With-Customer-Acquisition-Fix-This-One-Alignment-Issue-100x50.png 100w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2022\/01\/Struggling-With-Customer-Acquisition-Fix-This-One-Alignment-Issue-150x75.png 150w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2022\/01\/Struggling-With-Customer-Acquisition-Fix-This-One-Alignment-Issue.png 1600w\" data-data-sizes=\"(max-width: 1024px) 100vw, 1024px\"\/>You are struggling to hit your acquisition targets\u2014the <\/span><a href=\"https:\/\/www.convinceandconvert.com\/content-marketing\/build-a-marketing-team\/\"><span style=\"font-weight: 400;\">marketing team<\/span><\/a><span style=\"font-weight: 400;\"> is bringing in lots of hot leads but the sales team is struggling to convert them. Yet your marketing team is an award-winning one and your sales team is world cup worthy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Where is the problem with your customer acquisition strategy? And what can be done about it?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s dig a little deeper to understand what is making your team of A-players struggle to hit your acquisition goals?<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Why Does Your Customer Acquisition Strategy Seem Broken?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There are many reasons why your customer acquisition strategy may not be working. But deep down, it\u2019s due to one thing: the misalignment between your sales and marketing team.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s how it translates into the organization.<\/span><\/p>\n<h3><b>Gap 1: Your sales and marketing teams are working on different funnels<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">In most companies, the marketing and sales teams work separately. Too often, marketers know too little about the customers and their dealings with the sales team.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">SDRs work on cold emails and cold call random people, and marketers run campaigns to their target persona. As a result, each of these departments ends up creating an <\/span><a href=\"https:\/\/nerdyjoe.com\/email-marketing-strategy\/\"><span style=\"font-weight: 400;\">acquisition funnel<\/span><\/a><span style=\"font-weight: 400;\"> based on the persona they have identified as their ideal customer profile.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This strategy is still used by many companies, even by some industry leaders, and it enables them to fuel their year-over-year growth.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now, I bet you\u2019re wondering what the problem is since this strategy seems to work.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Well, a study by the <\/span><a href=\"https:\/\/www.idc.com\/promo\/cmoadvisory\/RESOURCES\/ATTACHMENTS\/IDCBuildingtheModernMarketingWorkforce_10CMOs2017_US42489317.pdf\"><span style=\"font-weight: 400;\">International Data Corporation<\/span><\/a><span style=\"font-weight: 400;\"> revealed that B2B companies\u2019 inability to align marketing and sales teams around the right workflows and technologies costs them about 10% or more of revenue per year.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, when your sales and marketing departments function as standalone departments, efforts are put into tasks that are not very productive. For example, one study found that <\/span><a href=\"https:\/\/pipeline.zoominfo.com\/sales\/b2b-sales-prospecting#:~:text=While%20the%20concept%20is%20simple,t%20wasting%20so%20much%20time%3F\"><span style=\"font-weight: 400;\">50% of sales time<\/span><\/a><span style=\"font-weight: 400;\"> is wasted on unproductive prospecting\u2014either chasing unqualified leads or trying to convert leads that aren\u2019t yet warmed up.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another consequence of sales and marketing teams working with different funnels is a lack of understanding of the <\/span><a href=\"https:\/\/hunter.io\/blog\/targeted-selling\/\"><span style=\"font-weight: 400;\">Ideal Customer Profile<\/span><\/a><span style=\"font-weight: 400;\"> to target. For example, a lead that the marketing team deems qualified may be seen as unqualified by the sales team. A study by ReachForce showed that <\/span><a href=\"https:\/\/www.ruleranalytics.com\/blog\/sales\/sales-marketing-alignment\/\"><span style=\"font-weight: 400;\">sales reps ignore 50% of marketing leads<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Other studies have shown that <\/span><a href=\"https:\/\/www.forbes.com\/sites\/johnhall\/2016\/01\/17\/60-of-b2b-content-sits-unused-heres-the-fix-2\/?sh=2a96f2d54d7b\"><span style=\"font-weight: 400;\">60-70% of B2B content<\/span><\/a><span style=\"font-weight: 400;\"> created is never used. In most instances, this is because the topic is irrelevant to the buyer audience. As you take it a step ahead, you realize that if the marketing team and the sales team worked together, it would have been easier for them to determine what content the marketing team should produce for <\/span><a href=\"https:\/\/nerdyjoe.com\/email-marketing-strategy\/\"><span style=\"font-weight: 400;\">lead nurturing<\/span><\/a><span style=\"font-weight: 400;\"> and how to use it to warm leads.\u00a0<\/span><\/p>\n<h3><b>Gap 2: Your sales and marketing teams are chasing different results<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">How can you achieve a shared goal if each team measures its success in different ways?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For clarity purposes, let\u2019s assume you have a SaaS, and your annual goal is to grow sign-ups by 45+ percent.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now imagine that the sales teams measured their success based on new free trial accounts, closed deals, and upsells. Meanwhile, marketing teams measured their success on lead quantity, quality, and brand awareness.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this particular case, saying that you will fall short of your annual goal is just an understatement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If there was alignment between the two teams, they would have agreed on what a quality lead means for the company and what is the average number of leads marketing needs to bring in before sales convert X amount of users.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If, for example, the metric shows that the sales team needs 15 leads to close 5 deals and that each of these leads should be SaaS companies with teams of 50 to 300, the marketing team will know where to focus their efforts and what to do in order to reach the common goal.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Similarly, the sales team will know better how not to fall short of the 5 out of 15 deals closed.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Why Aligning Sales and Marketing Is The Only Way to Fix Your Customer Acquisition Strategy<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">So with the gaps identified, it has become increasingly clear that the solution to bridging the gap is to align your sales and marketing teams.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some reasons why.<\/span><\/p>\n<h3><b>It helps keep business to customer communications consistent\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">It happens more often than you think\u2014the sales team calls the product one thing, but the marketing team uses another term to describe the same product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, the sales team calls it a \u201cChatbot,\u201d while the marketing team calls it a \u201cConversational Marketing Platform.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here is another example. The marketing team talks about \u201cCollaborative Growth Platform\u201d, while the sales team talks about \u201cCRM\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Admittedly, this can be confusing for potential and even existing customers, and it\u2019s a living example of mismatched <\/span><a href=\"https:\/\/www.convinceandconvert.com\/email\/the-12-key-messaging-strategies-for-email-marketing\/\"><span style=\"font-weight: 400;\">messaging<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not surprisingly, it can cost you your first good impression and, as a result, a prospect may be less likely to trust you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, 21% of B2B marketers cite \u201cgiving the prospect a bad first impression of our company\u201d as one of the most damaging factors resulting from misaligned marketing and sales.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s why one of the biggest benefits of aligning sales and marketing teams is consistent messaging.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The messaging used by your marketing team can now <\/span><a href=\"https:\/\/www.convinceandconvert.com\/digital-marketing\/magnetic-brand\/\"><span style=\"font-weight: 400;\">warm up prospects<\/span><\/a><span style=\"font-weight: 400;\"> and set them up for the sales team to further reinforce those same messages. If the marketing messaging strikes a chord, the sales team can use it to close more business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Failing this, you may end up with a siloed message, which can lead to a very confusing and inconsistent journey for your prospect. <\/span><\/p>\n<p> <span class=\"bctt-click-to-tweet\"><span class=\"bctt-ctt-text\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.convinceandconvert.com%2F%3Fp%3D159394&amp;text=21%25%20of%20B2B%20marketers%20cite%20%E2%80%9Cgiving%20the%20prospect%20a%20bad%20first%20impression%20of%20our%20company%E2%80%9D%20as%20one%20of%20the%20most%20damaging%20factors%20resulting%20from%20misaligned%20marketing%20and%20sales.&amp;via=convince&amp;related=convince\" target=\"_blank\" rel=\"noopener noreferrer\">21% of B2B marketers cite \u201cgiving the prospect a bad first impression of our company\u201d as one of the most damaging factors resulting from misaligned marketing and sales. <\/a><\/span><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.convinceandconvert.com%2F%3Fp%3D159394&amp;text=21%25%20of%20B2B%20marketers%20cite%20%E2%80%9Cgiving%20the%20prospect%20a%20bad%20first%20impression%20of%20our%20company%E2%80%9D%20as%20one%20of%20the%20most%20damaging%20factors%20resulting%20from%20misaligned%20marketing%20and%20sales.&amp;via=convince&amp;related=convince\" target=\"_blank\" class=\"bctt-ctt-btn\" rel=\"noopener noreferrer\">Click To Tweet<\/a><\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your prospects think they\u2019re getting one thing based on what marketing is saying when the sales team is selling them something completely different, it will definitely hurt your <\/span><a href=\"https:\/\/www.convinceandconvert.com\/social-media-strategy\/social-media-roi\/\"><span style=\"font-weight: 400;\">bottom line<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So it\u2019s important to make sure your message is consistent and relevant to your entire customer journey.<\/span><\/p>\n<h3><b>It creates a single customer journey<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">We discussed earlier that the foundation of the sales-marketing relationship is the <\/span><a href=\"https:\/\/www.convinceandconvert.com\/digital-marketing\/traditional-marketing-funnel\/\"><span style=\"font-weight: 400;\">conversion funnel<\/span><\/a><span style=\"font-weight: 400;\">. So when it comes to getting everyone on the same page, the best place to start is to get them to agree on the structure of the entire customer journey.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By doing so, you save your prospects from having a single branded <\/span><a href=\"https:\/\/www.convinceandconvert.com\/online-customer-experience\/why-customer-experience\/\"><span style=\"font-weight: 400;\">customer experience<\/span><\/a><span style=\"font-weight: 400;\"> instead of separate siloed experiences. As a result, everything is tied together as an experience\u2014from the awareness stage at the top of the <\/span><a href=\"https:\/\/nerdyjoe.com\/convertkit-saas-email-marketing-strategy\/\"><span style=\"font-weight: 400;\">customer journey<\/span><\/a><span style=\"font-weight: 400;\"> funnel to the brand loyalty stage.\u00a0<\/span><\/p>\n<h3><b>It fosters a \u201cmarketing first\u201d approach<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Each department plays its own tune when your sales and marketing teams are misaligned. In such scenarios, prospects are less likely to respond positively to a cold outreach if they\u2019ve never heard of you, and that can harm your reputation and your chances of closing the deal later on.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If both teams are aligned, it encourages a \u201cmarketing first\u201d approach\u2014meaning that marketers find prospects who have a specific problem and create content to help them solve that problem.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It all starts with the marketing team warming up and nurturing new leads by creating informational content about the product and selling the features and benefits by creating transactional content to fuel conversion. Then, when the potential customer prepares to make a decision, the sales team can take it from where the marketing left and close the deal.<\/span><\/p>\n<h3><b>It leads to a better way of assessing results<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">By aligning your sales and marketing teams with a common goal and the same KPIs, you have a great chance to see the synergy behind their work and analyze how your organization is stacking up in both sales and marketing. In addition, you will be able to detect the shortcomings of your customer acquisition funnel and adjust not only certain parts but the whole funnel.<\/span><\/p>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><br \/>\n<br \/><iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.convinceandconvert.com\/digital-marketing\/struggling-with-customer-acquisition-fix-this-one-alignment-issue\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>You are struggling to hit your acquisition targets\u2014the marketing team is bringing in lots of hot leads but the sales team is struggling to convert&#8230;<\/p>\n","protected":false},"author":1,"featured_media":6829,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-6828","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Fix This One Alignment Issue - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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