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3 Ways to Ensure Sales and Marketing Alignment with CRM

Posted by Indusa Admin on May 5, 2017 12:02 pm

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Sales and marketing departments have long been at odds. Sales blames marketing because they aren’t getting enough qualified leads. Marketing blames sales for not following-up fast enough. The irony? Both departments need each other to thrive! The blame game goes on-and-on and sooner than later, your sales pipeline is desolate and you’ve resorted to spraying-and-praying.

The alignment between sales and marketing – or, smarketing – is more than just a buzzword.  In fact, organizations that interlock and align sales and marketing departments see up to 19 percent faster revenue growth – and 15 percent higher profitability – than other companies, according to Sirius Decisions.

One of the more effective ways of aligning sales and marketing is with a CRM. By using a CRM, sales and marketing can get a bird’s-eye view of the entire buyer’s journey, leading to higher collaboration, more effective communication, and clearly-defined responsibilities. The walls are broken, the siloes destroyed; both departments are working together, strategically, to generate business.

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3 Ways to Bridge the Gap Between Sales and Marketing

Here are three ways a CRM bridges the gap between sales and marketing and ensures better alignment between teams.

1. Collaboration Leads to More Wins

According to a study, 56% of aligned organizations met their revenue goals, and 19% beat their goals. When everyone’s on the same page, everyone wins!

A CRM can lead to collaboration between the two departments that was previously untapped. Marketing can let sales know which prospect just downloaded a white paper. Sales can let marketing know which prospect just closed. Every phone call, e-mail, and touch is logged. Both departments are analyzing deep insights and analytics into what the leads needs to become a customer. No longer does a marketer just nurture a lead and hand it off to sales; both departments are involved, making the buyer’s journey more transparent.

Collaboration between sales and marketing also has another unique advantage: it leads to a more personalized, and consistent buyer experience. Consistency is an “important predictor of overall customer experience and loyalty,” according to McKinsey.

2. Communication

Sales is constantly in-and-out of the office and marketing constantly has their headphones on. How can the two departments align if they’re never talking? If you’re not having a weekly meeting between sales and marketing (which you should), a CRM could be the catalyst that opens the line of communication. Regardless if a team member is on the other side of the building, in a satellite office, or around the globe, sales and marketing can cooperatively use a CRM to communicate more effectively than ever. The two departments can discuss which leads are hot, which leads went cold, campaign strategy, and future goals. Both departments are working on the same leads from the same CRM and the same time.  Although lunch still may be out of the question, with both departments utilizing and taking ownership of the CRM, the road to communication becomes a lot clearer.

3. Responsibilities Are Clearly Defined

Every month or quarter, sales has to hit a number. Why should it be any different in marketing? In order to promote sales and marketing alignment, these departments are often encouraged to create a service level agreement (SLA) which clearly spells out who’s responsible for what when. This SLA does more than determine how many leads marketing will generate for sales, it also defines what the criteria for a lead is and what that hand-off process looks like.

A CRM will play a huge part in the SLA because both departments can get a real-time view of where prospects are at in the buyer’s journey and what their aligned goals should be.  Companies with an SLA are 34% more likely to experience greater year-over-year ROI than those companies that aren’t, according to HubSpot.

MQL. SQL. SAL. To most people, these acronyms are gibberish, but to sales and marketing, it’s everything. That’s why it’s such a head-scratcher to still see organizations treat each department as incongruous.

Final Thoughts                                                                                    

Luckily, by empowering sales and marketing alignment with a CRM, you are one step closer to smarketing harmony. A CRM can improve collaboration, increase communication, and set clear expectations, leading to more interdepartmental alignment.

It’s time to bridge the gap. Learn how Indusa can help you bring together your sales and marketing teams to deliver amazing customer experience with CRM.

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Topics: CRM