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Sales and Marketing Alignment: The Ultimate Lead Generation Driver

Sales and Marketing Alignment: The Ultimate Lead Generation Driver

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Get sales and marketing on the same page

Bickering and arguing never produce good results. Even if one party walks away feeling triumphant, little is accomplished. This applies to both romantic relationships and the one between your sales and marketing teams.   

When it comes to lead generation, sales and marketing alignment is crucial. Studies have found that brands with solid marketing-sales alignments enjoy 20% annual growth. Conversely, companies with weak alignments experience 4% revenue decreases.

When sales and marketing quit bickering and get on the same page, the real magic can finally happen. By working together, sales and marketing will better understand the lead-generation process. This ensures that valuable information and resources are shared to improve lead qualification, accelerate the sales cycle, and close more deals.

Common Lead Generation Challenges Faced by Marketers and SDRs

Marketing and sales want to identify and attract customers who will likely buy their company’s products or services. While the end goal is the same for both departments, their paths to get there look pretty different and are full of many obstacles.

While marketers struggle with getting the right attention from the right people, SDRs are faced with their own unique set of challenges. However, sales and marketing do share a few common lead-generation hurdles, including:

  • Not hitting revenue goals
  • Wasting time by relying on old tactics and working poor leads
  • Frustration and low morale

Creating a robust smarketing—or sales-marketing team—puts both departments on the path to victory and makes these challenges things of the past.

Is That Lead Qualified or Not Qualified? Bridging the Communication Gap

Though they have different roles and responsibilities, marketing and sales want to generate revenue for their business. Unfortunately, misalignment leads to miscommunications and conflict, making the lead-generation process harder than it has to be.

Without clear objectives and open communication, inefficiencies and confusion will arise. This can lead to SRDs prioritizing deals with existing customers over attracting new leads while marketers focus all their time and energy on beefing up the pipeline. Having vague goals and metrics makes it tough for both departments to accurately monitor their success and understand what is and isn’t working.

Lead qualification is super subjective. While marketers may deem a lead qualified, sales might sing quite a different tune. Additionally, a sales and marketing misalignment may cause dozens of leads to get ignored and fall through the cracks. While lead generation activities drum up hundreds of opportunities, they’re all useless unless someone actively follows up on all of them.

It’s crucial that marketing and sales collaborate, share information, align their goals, and develop agreed-upon strategies for lead management.

Smarketing: Stop the Arguing and Get Acquainted

Brands that align their sales and marketing teams can significantly improve the effectiveness of their lead-generation efforts. Plus, they can increase efficiency, enhance CX, save time, and generate more sales.

Use these tips to cut the crap, stop the fighting, and build the ultimate smarketing team to optimize lead gen.

Shared Lead Generation Goals

Sales and marketing should have clear lead-generation objectives that directly correlate to your organization’s revenue goals. For instance, if the shared goal is to increase pipeline, SDRs can collaborate with marketers to identify opportunities to tap into new markets.

 In addition to shared goals, both departments should be clear on what metrics they track at every stage of the sales funnel, from awareness to action. Some of the best metrics your smarketing team should monitor include:

  • Marketing qualified leads
  • Sales qualified leads
  • Opportunities
  • Deals won

 Marketing and sales should be fully transparent about what each metric means to them and always share how they define and measure success.

Implement Better Lead-Scoring Processes

Lead scoring is crucial when it comes to prioritizing leads for sales. However, while critical, implementing an effective lead-scoring system is also challenging. Dirty data, unclear lead definitions, and a lack of feedback all hinder lead-scoring abilities.

 To optimize their efforts, marketers and sales must share access to clean, updated CRM data. Both departments should develop proper data hygiene practices.

 Additionally, SDRs and marketers must share the same definition of what qualifies a good lead. Use a lead-scoring system that assigns scores to different leads. This helps both teams understand if a lead is ready to move to the next stage of the sales funnel.

A Shared Understanding of Processes

The marketing team must know what the typical sales process looks like, and vice versa. This allows both departments to understand what happens when SDRs follow up on the leads that marketing brings in. It also lets marketers know what is and isn’t working for sales. They’ll have the opportunity to pick the sales team’s brains for recommendations on how to finetune future strategies.

Sales should also be kept in the loop on what content and campaigns marketers use to generate leads. This enables them to align their activities with marketing more effectively.

More Love = More  Quality Leads

A strong sales and marketing alignment improves the lead-gen process, enhances lead scoring, and closes more deals. It also promotes collaboration, boosts morale, and saves time and resources.

 Want to create your very own smarketing powerhouse?  Download our white paper to get lucky in love, money, and leads!

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