Expand Revenue Opportunities with the Power of Marketing + Sales Alignment

In today’s fast-paced, digital world, marketing and sales alignment is no longer a nice-to-have – it’s critical to ensuring a singular focus on revenue growth.

That means all demand generation activities and programs sync with the sales process, align to overall revenue goals, and use the same metrics of success. At N3, we guide our clients through three steps that help unify Sales and Marketing in a rewarding partnership that benefits their organization with expanded opportunities and predictable revenue.

Step 1: Early Alignment + Engagement of Teams

Early alignment and engagement between Sales and Marketing keeps both teams focused on revenue goals and builds a more effective sales process. But what does alignment really mean?

It’s more than a focus on the same set of accounts. It’s agreement on common analytics for lead progress. It’s sharing a centralized source for customer information and a consistent framework for how that information is gathered. It’s creating a process for continuous communication between the teams to keep alignment.

Having shared goals and continuous communication develops trust between the two teams and fast tracks revenue growth.

Step 2: Better Sales Enablement with Targeted Messages

In today’s cluttered inbox, lofty messaging that puts cleverness before clarity only leads to deletions or unsubscribes. Marketing messaging should align to Sales conversations. This means Marketing must engage Sales in the messaging creation process and hear their version of messaging that works or doesn’t work for them. Most often, Sales is the team speaking with prospects and customers, and they have valuable insights into what resonates.

Step 3: Apply Adaptive Customer Interactions

To achieve better buying experiences, you must focus on the customer and adapt to their needs in every customer interaction, regardless if it originates in Sales or Marketing. As you capture customer data from all channels, you can improve your customer responses through “Learning, Interpreting, Applying the Right Context, and Adapting” before the next interaction. This Adaptive Customer Interaction method is enabled through the smart use of technology. AI, machine learning, and data-driven technologies can automate the process and help your programs and messaging improve with every interaction. In fact, according to Gartner, “by the 2020, 30% of all B2B companies will employ AI to augment at least one of their primary sales processes.”

Meeting revenue goals is never easy; but with these tips, you can start to increase your ability to set not only timely, but also predictable revenue goals. You can shortcut the time and resources to reach them by taking advantage of N3’s proven expertise and an integrated Marketing + Sales solution.

Learn more about the ways to accelerate opportunities and reach your revenue goals.


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About the Author

Wendy Gaskill

As Vice President, Global Marketing, Wendy is responsible for driving revenue for N3 through account-based marketing and digital demand generation strategies. She is focused on engagement throughout the buyer and customer journey and ensuring alignment with Sales. Connect on LinkedIn

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