Marketing and sales alignment is a common problem businesses face. How do you achieve marketing and sales alignment goals for your business? Once you reach those goals, how do you maintain a healthy relationship betweens those teams in a growing company?
Adam Singh, Online Marketing Manager at ShipStation, has helped multiple companies work toward marketing and sales alignment. At this month's HubSpot User Group, Adam shared his experience and tips for implementing a marketing and sales alignment plan from what's he learned along the way.
Some tips Adam shared include:
Make a data dictionary
A big part of the disconnect between sales and marketing comes from miscommunication. Let's say your marketing team defines a subscriber as someone who provides an email address or subscribes to the blog, but sales defines a subscriber as someone who signs up for your service. Those are two very different things. Without having a company-wide definition, you're going to have some issues understanding where someone is in the funnel.
To combat this, Adam recommends making a data dictionary. Go through every stage your prospects go through—from first touch with your company to becoming a customer. Define what happens and 'who" they are when that happens (Marketing Qualified Lead, Subscriber, etc).
Conduct customer interviews
You want to understand your personas, and you've probably put a lot of effort into finding out about their pain points, preffered methods of communication, and more. If you want to know more about potential customers, you have a great resource available to you: your current customers.
Reach out to your customers for interviews. Ask where and how they found your company, what motivated them to take an action like try a free trial, and what made them decide to be a paying customer.
Adam's team at ShipStation pooled together the most common questions people have before signing up for a free trial with ShipStation. They took these questions and answers and put them in an FAQ on a landing page. Having the FAQs alongside the free trial sign-up form helped prospects overcome objections to the trial—and they saw a big increase in conversions!
Check out the deck below for the full presentation!
Some of the questions after Adam's presentation:
How often would you recommend revisiting the SLA?
That depends on what kind of growth your company is experiencing.
What is the top metric your marketing and sales teams care about? We want to know where our paid customers are coming from—paid social? Organic? We look for information that tells us where we need to invest time and money in order to get paying customers.
Are there any common areas of cultural disagreements that you see in the different companies you've worked with for sales and marketing alignment? It varies by company. The most important thing is to take the initiative and build relationships. Show the teams you're interested in helping them hit their goals. If you're taking their time, that's time away from them working on goals. You need to show you're invested in them as people and their time.
Coming up next for the Austin HUG:
- Inbound2017 is September 25-28, 2017. See you in Boston!
- October HUG Meeting: The Best of Inbound on October 26, 2017 at the Flying Saucer