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October 2nd, 2023

Achieving Sales and Marketing Alignment – (Part I)

It’s no secret in business that certain topics will remain constant and very relevant – none more so than the alignment between your sales and marketing teams. Despite years of finger-pointing from both sides – ‘you don’t understand our audience’, ‘you’re not converting the leads we give you’ (probably said nicer than that, but you get the gist) – it seems organisations still can’t quite make it work, despite the numerous business and cultural benefits. We explore why that might be and why the collaboration between these functions becomes increasingly vital in the B2B world.

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Sales and Marketing: From Silos to Synergy

Sales and marketing historically operated as separate silos, each with its own goals and strategies. This divide often results in miscommunication, wasted resources, and missed opportunities. Even as business strategies have evolved, the remnants of this divide linger on, necessitating ongoing conversations about alignment. But are we really listening to each other?

The changing buyer journey

The modern buyer journey is complex, especially in the B2B world – involving more touchpoints than ever across various channels. As much as 67% of the buyer’s journey is now completed digitally before ever contacting sales, as noted by SiriusDecisions.

This shift demands close coordination between sales and marketing to ensure consistent messaging and a seamless experience, not to mention integration of systems to track those interactions and give your sales team all the information they need.


Evolving customer expectations

Customers today expect a unified brand experience. A study by Salesforce found that 75% of customers expect consistent interactions across multiple channels. Aligning sales and marketing ensures that customers receive coherent and personalised messaging at every stage of their journey. So being on the same page isn’t just nice-to-have, it’s a must-have – otherwise you will lose your customers.

Maximise your resources

A study by HubSpot revealed that companies with good sales and marketing alignment achieve 20% annual growth. So, in a world where budgets and resources are limited, aligning efforts will pay off. Companies can allocate resources more effectively, eliminate redundancies and focus on strategies that yield the greatest impact.

The need for data-driven insights

Data is at the heart of successful sales and marketing strategies.

Research by Aberdeen Group found that companies with strong sales and marketing alignment have 32% higher revenue growth.

Aligning these functions facilitates the sharing of data, enabling both teams to make informed decisions based on a comprehensive view of the customer journey. Everybody wins.


Achieving a common goal: revenue generation

Both sales and marketing teams ultimately share the goal of revenue generation. SiriusDecisions research highlighted that B2B organisations with tightly aligned sales and marketing functions experience 24% faster revenue growth over a three-year period. This alignment ensures that everyone is working towards the same objective and setting your business up for long-term success.

Fostering Growth Through Ongoing Sales and Marketing Alignment

The ongoing conversation about aligning sales and marketing is as relevant now as it has ever been. As the buyer journey evolves, customer expectations rise, and competition intensifies, the collaboration between these functions becomes increasingly vital. The statistics and insights from reputable sources validate the impact of alignment on growth, customer satisfaction, and resource optimisation.

The conversation persists because aligning sales and marketing isn’t a one-time fix; it’s a dynamic strategy that keeps businesses agile, customer-centric, and poised for success.

Talk to us today about how to harness the power of your sales and marketing teams and deliver truly qualified leads.

Interested in how we can help your B2B business?