sales and marketing alignment
DESCRIPTION
Sales and marketing alignment is a key component to making any sales messaging initiative successful. It's also vital in creating an audible-ready sales team that can consistently hit their numbers. If you’re missing your revenue goals, an out-of-sync messaging platform may be the reason. Here are three key reasons you should focus on aligning your sales and marketing messages, and one tool that creates the consistency needed to drive results.TRANSCRIPT
Aligning Sales and Marketing
Ernst, Jeff. “B2B Sales and Marketing Alignment Starts with the Customer.” Forrester Research, Inc. January 2011.
Rate their current level of
alignment between sales and marketing as average or
lower
Have departments
that are closely aligned to
capture sales insights from
customers and prospects
Are tightly aligned in
developing marketing
messages and value
propositions
8% 6%50%
Sales Leader Research
Mixed Messages = Mixed ResultsAlignment of your Sales and Marketing Messages Creates Bottom-Line Impact.
Without It, You’ll Risk:
• Missing Your Targets• Hurting Your ROI• Failing to Create A Competitive Advantage
If sales and marketing can’t deliver a CONSISTENT, VALUE-ORIENTED MESSAGE, you’ve got a chain reaction of problems.
1If marketing can’t deliver sales-ready content, their campaigns won’t generate qualified leads.
2Without sales ready content, the sales team can’t articulate value to customers.
Shrinking Revenue
Cause customers and prospects to lose trust in your company.
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Make it difficult for prospective customers to understand how your product delivers value and solves their problems.
Fail to provide a clear definition of how your solution addresses critical customer needs. As a result, customers may go elsewhere.
Poor Customer Experience
Conflicting Sales and Marketing Messages:
Messages that focus on features and functionality deny the customer a meaningful dialogue that could lead to the purchase of a value-added solution.
When products and services are introduced by features and functions, rather than tying them directly to a customer need, sales conversations dwindle to the lowest common denominator, PRICE.
Decreasing Margins
A Value Framework is the Missing Piece of the Puzzle
Achieving Alignment
As a Result, You’ll See:
Improved Revenues and Margins:Sales negotiations focused on value versus price
Superior Customer Experiences:More qualified customers with longer retention
Better Use of Business Resources: Greater efficiencies, lower costs and better business
Implementing a Value Messaging Framework® will help align your sales and marketing messages and drive bottom-line impact.
Value Messaging Framework®
What’s Next?
Creates Sales and Marketing Consistency Creates Tools Sellers Can Use, No Matter the Customer Creates the Alignment Needed to Reach Revenue Goals
Learn How to Develop a Messaging Framework that:
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