Your sales and marketing teams are at odds in a B2B setting. How can you bring them together for success?

It all starts from setting the right goals that makes them feel like a team. Business goals = sales goals + marketing goals. 1/ Set business goals: - eg: 20k deals won per month 2/ Set marketing goals: - Using historical data to see what % of deals won in a month come from marketing. - Let's say this is 50% - Then set marketing goals - in this example - as 10k deals won per month 3/ Set sales goals - Based on the new business goals - sales have to hit 20k/month - Of this, 10k/month will come from marketing - And sales need to source 10k/month from their own avenues (cold calling, partnerships etc) 4/ Set dashboards to track all the above - Ensure sales & marketing have the SAME dashboards - Create a habit of looking at this daily

To align sales and marketing in B2B: -Establish shared goals. Focus both teams on common objectives like revenue targets. -Hold regular joint meetings for open communication and idea sharing. -Define qualified leads clearly to avoid disputes over lead quality. -Use a unified CRM system for consistent data access. Implement job shadowing to build cross-team understanding. -Align KPIs and incentives to encourage collaboration. -Create a feedback loop for sales input on marketing materials.

Bringing together sales and marketing teams in a B2B setting is crucial for success. Start by fostering open communication and mutual understanding of each team's goals and challenges. Align their objectives towards a common goal, such as revenue growth or customer acquisition. Implement regular meetings and joint planning sessions to enhance collaboration and streamline processes. Utilise shared data and analytics to align strategies and measure outcomes effectively. Encourage a culture of respect and appreciation for each other's contributions to strengthen teamwork and drive collective success.

Bringing sales and marketing teams together in a B2B setting requires fostering collaboration and alignment. Start by establishing common goals that both teams can work towards, such as revenue targets or lead quality improvements. Encourage regular communication through joint meetings and shared platforms. Implement integrated processes and tools that facilitate collaboration, such as CRM systems. Promote mutual respect and understanding by sharing insights and feedback between teams. By creating a unified approach, you can enhance teamwork and drive collective success. #B2BMarketing #SalesAlignment #TeamCollaboration #BusinessSuccess

We have to understand that one of the primary roles of marketing in B2B setting is to get Sales Qualified Leads (SQL)for sales team. It is recommended to sit down with sales and define the characteristics of an acceptable SQL. After this step, define clear goals for sales and marketing and put KPIs in place to track the progress.

Para alinear objetivos: Definir objetivos SMART. Establecer metas compartidas que contribuyan al éxito general. Crear un plan estratégico conjunto. Establecer indicadores de rendimiento compartidos. Revisar y ajustar periódicamente para mantener la alineación. Al seguir estas estrategias, se fomenta la colaboración entre ventas y marketing, maximizando el rendimiento y el impacto de ambos equipos en el logro de los objetivos empresariales.

La forma más sencilla de alinear objetivos es recopilando las métricas de negocio, aquello que aporta a la compañía. Más allá del trabajo individual de cada departamento todos tienen que estar alineados en con la visión de negocio.

As a marketing lead, I have definitely faced this challenge, and I think all marketing and sales teams have at some point. What worked for me was initiating open communication with the sales team through regular meetings to stay aligned. I literally changed my seat and started sitting next to the sales team, which helped us talk more and brainstorm better. This also helped us set up shared processes and quarterly goals. In my opinion, if one team waits for the other to take the initiative, it won’t happen. Being proactive, fostering collaboration, and working towards common goals are key, and you should be the one taking the initiative instead of just waiting for the other team. Hope this input helps. All the best :-)

It's all about communication & being on the same page. Once you've set shared goals, make sure the following happens too 1/ 1 boss for sales & marketing - Sales & Marketing should function as 1 team - To do so, ensure both leads report into one person (not each other) 2/ Establish a weekly 1:1 between sales & marketing leads - Discuss ideas - Recap mutual KPIs, goals, and progress - Understand what's working well, what's not 3/ Marketing to attend sales team weekly meetings - Ensure this happens every week - More face time, the better the alignment 4/ End of week & end of month retros - Analyse results vs kpis - Plan action steps as a team to keep improving outcomes 5/ Support each other - Never complain about the other :)

A weekly Lead review meeting workes great for the sales and marketing teams. Every week, sales and marketing come together and review leads handed over to the sales. An SLA should be put in place that defines the maximum time lapse permitted between a lead hand over and first outreach by sales. Sales knows your customer the best so it's important to have an open communication between sales and marketing on a regular basis.

El diálogo abierto es una práctica esencial que promueve la comunicación honesta, respetuosa y directa entre las personas. Involucra la escucha activa, la empatía, el respeto mutuo, la expresión honesta y la búsqueda de soluciones colaborativas. Esta herramienta fortalece las relaciones, resuelve conflictos, fomenta la colaboración y crea un ambiente de trabajo positivo y productivo.

Alignment comes with good systems And for this, you need a fantastic CRM And good rules in place. 1/ Setup dashboards in your CRM - Show marketing KPIs vs progress - Show sales KPIs vs progress - Show team KPIs bs progress - Auto share with team daily 2/ Agree on rules - What is considered a "good lead" - How quickly should they be contacted? - How often should deals be re-contacted? - How often should leads be re-contacted? 3/ Agree on mutual support process - How does marketing give sales feedback - How does sales give marketing feedback 4/ Agree on helping each other (not undermining) - Create a culture of one team - Extinguish early signs of anyone complaining about the other team - Ensure sales are marketing back each other

A lead coming in is usually an MQL. It needs nourishment in order to qualify it as SQL. A customized nourishment campaign should be in place that triggers based on the activity, area of interest, readiness to buy, persona and the buyer journey. Lead scoring is highly recommended in this stage. Lead scoring could be an key indicator in qualifying a MQL to SQL. Sales outreach could also be automated with a Human in a loop model. It ensures great quality of communication, tracking the lead's activity and interest to ensure relevant and quick sales communication.

One of the keys to bridging the sales and marketing gap in a B2B setting is leveraging marketing automation tools to streamline workflows and enhance alignment. Implementing shared platforms like CRM systems where both teams can track lead interactions and customer data in real-time can significantly improve transparency and coordination. For example, tools like HubSpot or Salesforce allow setting up automated processes for lead nurturing and scoring, which helps in converting MQLs to SQLs efficiently. This automated, data-driven approach reduces manual errors and ensures both teams are always on the same page, ultimately driving better business outcomes.

To me, is key creating only one process: Customer Process with different tactics: Marketing Tactics and Sales tactics BUT under de same goals. I also believe Customer Marketing is really key to strenghten the relationship and the way to get aligned to sell. By doing Customer Marketing, Marketing people should travel and share journeys with sales people which makes human connection and strategy alignment easier.

The easiest and best way to align sales & marketing is using a tool like Hubspot Compared to all other tools out there - it's the easiest to implement and most thorough, bringing everything into one place. It's not cheap - but it'll pay you back 20x in under a year

Para unir a los equipos de ventas y marketing en un entorno B2B y promover su éxito, es fundamental el uso de herramientas compartidas. Algunas herramientas clave incluyen CRM, plataformas de automatización de marketing, gestión de proyectos, análisis y seguimiento, y gestión del contenido. Estas herramientas facilitan la colaboración, la comunicación y el intercambio de información entre ambos equipos, permitiéndoles trabajar hacia objetivos comunes de manera más efectiva.

Apart from CRM and Power BI reports I would promote content creation within sales people too, so, sharing tools like CMS, IA and CANVA to improve content creation would be natural between Marketing and Sales. Working under the same tools makes the collaborative environment easy to achieve.

Always ensure marketing joins the sales weekly meetings. This will act as almost an automatic source of training each other on two very different worlds. Give marketing 10 minutes to run through key initiatives & learnings. Give sales 10 mins every week to run through key client pain points, what they're seeing with leads, anything blocking deal progress etc

- Create formal feedback loops where both teams can provide constructive feedback to each other regularly. This can be through surveys, meetings, or performance reviews. - Use feedback to make continuous improvements in processes, strategies, and collaboration efforts.

Key is creating a culture of collaboration. Regular interaction, shared tools, and aligned goals can bridge the gap. Address conflicts promptly and highlight how each team's efforts contribute to overall success. With time and effort, you can turn this traditionally adversarial relationship into a powerful partnership.

It is impossible creating good content if this collaboration does not exist so setting it up is essential. Marketing people needs Sales people CONSTANT feedback to create good content and otherwise, Sales Teams needs Marketing Teams to develop sales pitchs and getting digital behaviour from this prospects.