Marketing and sales alignment can increase revenue by 200%.
That’s according to a survey of over 1,000 B2B SaaS companies conducted by Sightfull.
We know improving alignment will increase revenue generation, yet we still struggle.
We search for a secret sauce, software, or AI that can magically make marketing and sales work better together.
The reality is, it’s the intangibles that make a good relationship work.
It's about communication.
On paper it sounds so easy but can be even more difficult than implementing a large new software project.
Because of this, I think a lot of folks are unsure about what they should do next to build that bond with sales.
How do we get started? We start by talking.
I asked actual sales people what they want to hear from marketing that would help improve alignment.
👉 Arrod La Roque, Head of Sales @ Anyword said:
“Feedback loops are everything! We improved MQLs by 40% by introducing 1 simple thing: daily, end-of-day MQL reporting delivered by sales in a slack channel. By making adjustments everyday to MQL criteria over a quarter, we've achieved air-tightness on our ICP and targeting.”
👉 Will Scott, Senior Sales Manager @ Zendesk AI agents (Ultimate) said:
“Doing joint QBRs and planning sessions with Sales and Marketing together is a game changer. They're so closely intertwined, why are so many people doing them independently?! We meet quarterly to go over each other's results, objectives and blockers, and see how we can work together to help reach our goals. Do this for a few quarters and you'll be amazed at the difference it makes."
👉 Barbara Breeser, CSMO Purplegator, Marketing Agency & Consultants said:
“For us, communication is ongoing daily between sales and marketing. We utilize tools such as Slack and Monday to track projects. Monday morning huddles keep all of us up to date on the week’s projects and plans. At least one marketing team member attends our weekly Sales Meeting to discuss marketing initiatives, new markets, and new collateral needs. Easy communication channels mean we can reach out with a question or suggestion without the need for bigger meetings.”
👉 Callum McManus Enterprise Account Manager @ Cognism said:
“We run hyper targeted ABM campaigns to key accounts. We have sessions to share lists of key contacts in accounts for ABM targeting, go into detail on the type of messaging is most appropriate to which persona and what’s relevant to the account strategy. Once we're in the execution stage, we review results and outcomes together in a monthly meeting. In these meetings we set mutual KPIs that benefit both teams. The marketing team does a great job of tapping into the skillset of the sales team by asking for our input on messaging, strategy and targeting. This helps create one motion in GTM engagement, but also a mutual respect for each other's skill sets.
This is the start, let's keep the conversation going.
How should we work together?
That’s according to a survey of over 1,000 B2B SaaS companies conducted by Sightfull.
We know improving alignment will increase revenue generation, yet we still struggle.
We search for a secret sauce, software, or AI that can magically make marketing and sales work better together.
The reality is, it’s the intangibles that make a good relationship work.
It's about communication.
On paper it sounds so easy but can be even more difficult than implementing a large new software project.
Because of this, I think a lot of folks are unsure about what they should do next to build that bond with sales.
How do we get started? We start by talking.
I asked actual sales people what they want to hear from marketing that would help improve alignment.
👉 Arrod La Roque, Head of Sales @ Anyword said:
“Feedback loops are everything! We improved MQLs by 40% by introducing 1 simple thing: daily, end-of-day MQL reporting delivered by sales in a slack channel. By making adjustments everyday to MQL criteria over a quarter, we've achieved air-tightness on our ICP and targeting.”
👉 Will Scott, Senior Sales Manager @ Zendesk AI agents (Ultimate) said:
“Doing joint QBRs and planning sessions with Sales and Marketing together is a game changer. They're so closely intertwined, why are so many people doing them independently?! We meet quarterly to go over each other's results, objectives and blockers, and see how we can work together to help reach our goals. Do this for a few quarters and you'll be amazed at the difference it makes."
👉 Barbara Breeser, CSMO Purplegator, Marketing Agency & Consultants said:
“For us, communication is ongoing daily between sales and marketing. We utilize tools such as Slack and Monday to track projects. Monday morning huddles keep all of us up to date on the week’s projects and plans. At least one marketing team member attends our weekly Sales Meeting to discuss marketing initiatives, new markets, and new collateral needs. Easy communication channels mean we can reach out with a question or suggestion without the need for bigger meetings.”
👉 Callum McManus Enterprise Account Manager @ Cognism said:
“We run hyper targeted ABM campaigns to key accounts. We have sessions to share lists of key contacts in accounts for ABM targeting, go into detail on the type of messaging is most appropriate to which persona and what’s relevant to the account strategy. Once we're in the execution stage, we review results and outcomes together in a monthly meeting. In these meetings we set mutual KPIs that benefit both teams. The marketing team does a great job of tapping into the skillset of the sales team by asking for our input on messaging, strategy and targeting. This helps create one motion in GTM engagement, but also a mutual respect for each other's skill sets.
This is the start, let's keep the conversation going.
How should we work together?
