Alignment between sales and marketing – elusive, but many organizations are successfully bridging the divide.
We often hear comments from marketing leaders, such as:
We also hear comments from salespeople, such as:
According to Forrester, sales and marketing leaders will “need to break down the walls between organizational silos to get customers the information they need.” How do executives face the challenge of breaking down the walls and bridging the divide? Many have tried and grown cynical, others have made initial progress that has stalled. And others have experienced tremendous success.
At its core, ‘the divide’ is all about sales enablement and how the marketing process can enable the selling process. Executives need a bridge that sales and marketing can both embrace, and that is the customer buying process. At the highest level, it’s a series of buying conversations that can be anticipated in any sales cycle. Sales enablement then focuses exclusively on answering 4 fundamental questions: Who? When? What? How?
We will look more closely at these 4 questions and discuss how the buying process can help bridge the divide between sales and marketing in our next blog post.
How will you connect your organization’s big idea for growth with what your sales team is communicating to customers? The answer hinges on strong sales and marketing alignment that bridges the divide between marketing strategy and sales conversations.