{"id":45660,"date":"2022-08-31T10:27:09","date_gmt":"2022-08-31T14:27:09","guid":{"rendered":"https:\/\/hingemarketing.com\/?p=45660"},"modified":"2023-11-28T09:03:40","modified_gmt":"2023-11-28T14:03:40","slug":"sales-and-marketing-alignment-proven-strategies-that-help-your-sales-and-marketing-teams-work-together","status":"publish","type":"post","link":"https:\/\/hingemarketing.com\/blog\/story\/sales-and-marketing-alignment-proven-strategies-that-help-your-sales-and-marketing-teams-work-together","title":{"rendered":"Sales and Marketing Alignment: Proven Strategies That Help Your Sales and Marketing Teams Work Together"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Sales and marketing team alignment makes a lot of sense, and in most small-sized professional services firms, they go hand-in-hand. But as companies continue to grow, it\u2019s not uncommon for sales and marketing to fall out of sync, and this can lead to significant losses in <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/how-to-increase-brand-awareness-and-visibility\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">visibility, profitability, and growth<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, a recent <\/span><a href=\"https:\/\/www.superoffice.com\/blog\/sales-marketing-alignment\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">study<\/span><\/a><span style=\"font-weight: 400;\"> showed that sales and marketing misalignment can prevent nearly 75% of leads from converting into sales. On the other hand, professional services firms can increase sales by <\/span><a href=\"https:\/\/www.marketingprofs.com\/opinions\/2016\/29174\/the-secret-to-account-based-marketing-success\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">38%<\/span><\/a><span style=\"font-weight: 400;\"> when they bring sales and marketing into alignment.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, how do you reap the benefits of alignment by getting the left hand of sales to talk with the right hand of marketing &#8212; without triggering an arm-wrestling match?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At <\/span><a href=\"https:\/\/hingemarketing.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Hinge<\/span><\/a><span style=\"font-weight: 400;\">, we\u2019ve developed actionable strategies to help our clients receive the transformative benefits of sales and marketing alignment \u2013 and we\u2019re excited to share them in this handy 10-minute guide.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But before we jump into the strategies, let\u2019s explore the fine-grained difference between your sales and marketing teams, and how they get disconnected in the first place.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Please use the following links to navigate this guide:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#difference\"><span style=\"font-weight: 400;\">What&#8217;s the Difference Between Sales and Marketing?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#How\"><span style=\"font-weight: 400;\">How Sales and Marketing Disconnect<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#Strategies\"><span style=\"font-weight: 400;\">4 Proven Strategies That Boost Sales and Marketing Performance<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#Final\"><span style=\"font-weight: 400;\">Final Thoughts About Sales and Marketing Alignment<\/span><\/a><\/li>\n<\/ul>\n<h2><b><a id=\"Difference\"><\/a>What\u2019s the Difference Between Sales and Marketing?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Both your sales team and marketing team are essential for growing your firm\u2019s client base, increasing profits, boosting sales, and improving visibility. However, each of these teams will fulfill different roles in support of those goals.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s how sales and marketing teams are different:<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">What Are Sales Teams?<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Sales teams are defined as primarily being concerned with nurturing client relationships, closing deals, and helping customers see the benefits of buying your products and services. To support these efforts, sales teams need to evaluate the suitability of potential new clients and customers, educate them about your products and services, and eventually seal a commitment to buy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also, depending on the sales strategy \u2013 and the needs of the firm \u2013 your sales team could be involved in the process of identifying and creating new business opportunities and writing detailed proposals for new clients and customers.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">What Are Marketing Teams?<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Marketing teams on the other hand are defined as primarily being concerned with identifying and understanding your marketplace, customers, and competitors. After identifying and understanding these elements, marketing teams showcase your strategies and services in a way that reflects the unique attributes of your marketplace, customers, and competitors. This allows your marketing team to strategically promote the visibility of products and services while communicating how potential new customers will benefit from working with your firm.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also, depending on the marketing strategy \u2013 and the needs of the firm \u2013 your marketing team could be involved in educating clients and referral sources, strengthening client relationships, connecting with referral sources, creating new business opportunities, and writing detailed proposals for new clients and customers.\u00a0\u00a0\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Observations of Sales and Marketing in the Field<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">It&#8217;s common for certain roles to flip-flop between marketing and sales. For example, in Hinge&#8217;s Visibility program, we&#8217;ve seen marketing departments performing <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/how-to-run-a-successful-lead-generation-campaign\"><span style=\"font-weight: 400;\">l<\/span><span style=\"font-weight: 400;\">ead generation<\/span><\/a><span style=\"font-weight: 400;\"> or proposal writing activities at some firms, while at other firms, we&#8217;ve seen sales departments fulfilling those roles.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another thing we\u2019ve noticed is the fact that many sales and marketing strategies are highly \u201creactive\u201d at professional services firms. Instead of proactively engaging in sales or marketing efforts, these firms wait for customers to approach them with requests for proposals (RFPs). Then, the marketing or sales team will &#8220;react&#8221; by writing the proposals and hoping to win the jobs. Most of these firms don\u2019t have a clear sales or marketing strategy beyond waiting for RFPs and writing proposals. Although this can work for some organizations, a lack of proactivity can significantly hinder visibility, profitability, and growth.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At the end of the day, sales and marketing teams share the same goal of driving growth and profitability. They just have different methods and motivations behind their work \u2013 and in too many cases, they\u2019re disconnected in their efforts to achieve those goals. <\/span><b>\u00a0<\/b><\/p>\n<div class=\"cta-link\">\n<p><a href=\"https:\/\/hingemarketing.com\/library\/article\/the-marketing-planning-guide-for-professional-services-second-edition\" target=\"_blank\" rel=\"noopener\">Download the Marketing Planning Guide: Third Edition<\/a><\/p>\n<\/div>\n<h2><b><a id=\"How\"><\/a>How Sales and Marketing Disconnect<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">According to Hinge research, only a small majority (54%) of professional services firms maintain strong coordination between their sales and marketing efforts. In the rest of the firms (46%), lost opportunities and wasted effort result from sales and marketing team misalignment.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the vast majority of cases, sales and marketing teams lack alignment due to the following three reasons:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Habitual pattern of organizing workflows:<\/b><span style=\"font-weight: 400;\"> Many firms have been operating with disconnected sales and marketing teams for years \u2013 or sales and marketing simply grew apart as the size of their teams began to grow \u2013\u00a0 and no one sees how this lack of alignment could be counterproductive<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Lack of effort and planning to ensure alignment:<\/b><span style=\"font-weight: 400;\"> No processes or intentional activities are in place to support communication between sales and marketing teams. In other words, decision-makers have not made sales and marketing alignment a priority.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Lack of knowledge:<\/b><span style=\"font-weight: 400;\"> Neither team realizes the importance of sales and marketing alignment. They have not considered the potential benefits of alignment, and they simply don\u2019t know that the disconnect is hurting the entire company.<\/span><\/li>\n<\/ul>\n<h4><span style=\"font-weight: 400;\">Is Your Firm Suffering From a Sales and Marketing Disconnect?<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Disconnected sales and marketing teams can cause poor performance, low sales, inefficient resource allocation, reduced visibility, and wasted marketing content. Even worse, misaligned sales and marketing teams can work against each other, inadvertently blocking each other\u2019s success. Unfortunately, most professional services firms do not realize that a lack of alignment is the source of these challenges.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re questioning whether your firm is suffering from a sales and marketing disconnect, listen to what each team is saying about the other. The marketing department could say, \u201cWe\u2019re bringing in plenty of leads but the sales team isn\u2019t closing the deals.\u201d Or, the sales department could say, \u201cWe\u2019re not closing any deals because marketing isn\u2019t bringing in the <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/how-to-run-a-successful-lead-generation-campaign\"><span style=\"font-weight: 400;\">qualified leads<\/span><\/a><span style=\"font-weight: 400;\"> we need.\u201d Either way, this kind of finger-pointing is a hallmark sign of a disconnect.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">The Importance of Sales and Marketing Alignment<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">To help you understand why sales and marketing alignment is important, imagine that your marketing department is busy developing messaging, content, and collateral to boost your firm\u2019s visibility to suitable clients. However, the marketing team hasn\u2019t met with sales to learn about the unique pain points and defining characteristics of the clients who are the most likely to purchase your services. This lack of communication between sales and marketing is a problem because it can lead to marketing efforts that convey the wrong message, attract the wrong leads, and fail to highlight the most attractive elements of your brand.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Since your sales team connects with clients daily, there is no better resource for your marketing team to learn about <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/high-growth-2020-study-shows-companies-can-grow-3x-faster-by-using-these-5-strategies\"><span style=\"font-weight: 400;\">industry trends<\/span><\/a><span style=\"font-weight: 400;\"> and the defining characteristics and pain points of your clients. Therefore, it makes sense for your marketing team to work closely with sales while creating customer profiles and fine-tuning its messaging. Your sales department can provide golden nuggets of information that will radically improve all marketing and lead generation efforts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Despite the potential benefits, a surprising number of professional services firms don\u2019t try to align their sales and marketing teams. Instead, they allow their sales and marketing departments to silo themselves, resulting in setbacks to growth and profitability.\u00a0\u00a0<\/span><\/p>\n<h2><b><a id=\"Strategies\"><\/a>4 Proven Strategies That Boost Sales and Marketing Alignment<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Now that we understand each team\u2019s role, how marketing and sales can grow apart, and why collaboration is important, the next question is: In what ways can they work together?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fortunately, sales and marketing have plenty of opportunities to align across joint activities with client-focused priorities. Here are a few:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<h4><span style=\"font-weight: 400;\">Team Configuration: Rethink the Traditional Rainmaker Model and Build Your Marketing and Sales Teams<\/span><\/h4>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Instead of using sales and marketing teams to attract and secure customers, a lot of firms rely on one or more \u201crainmakers\u201d to pound the pavement, network in the community, and bring in the bulk of their business. These individuals are usually founders, partners, advisors, board members, or star salespeople who close deals on behalf of the firm. They\u2019re the reason some firms don\u2019t engage in sales or marketing, but simply wait for new RFPs to roll into the office.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Although rainmakers are extremely valuable assets, contemporary sales and marketing is becoming more complex and requires a much broader skill set than rainmakers alone \u2013 especially if you want to thrive in today\u2019s <a href=\"https:\/\/hingemarketing.com\/library\/article\/the-digital-transformation-imperative-why-waiting-is-hurting-your-business\" target=\"_blank\" rel=\"noopener\">digitally-driven marketplace<\/a>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this respect, evolving beyond the rainmaker model into the \u201cteam\u201d model is a much better way of structuring your business development strategy. For firms that haven&#8217;t already done so, this involves the building of your sales and marketing teams. Once they&#8217;re assembled, you can start aligning their efforts through a mutually collaborative relationship.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s take a look at how you can <\/span><a href=\"https:\/\/youtu.be\/Hl9xeBhTJJI\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">build a team-oriented marketing structure<\/span><\/a><span style=\"font-weight: 400;\"> at a firm that doesn&#8217;t already have a marketing team:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\" aria-checked=\"false\"><b>Present the \u201cWhy Change Argument\u201d: <\/b><span style=\"font-weight: 400;\">A shift from the rainmaker model to a team-oriented marketing strategy is going to impact a lot of people at your organization. So you\u2019ll need to develop and present good reasons for the change to others at your organization. This way, others will join you and support the effort. For example, what will your marketing team look like after the configuration? Why are these changes going to be good for the organization?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\" aria-checked=\"false\"><b>Get policy buy-in to test the team model first: <\/b><span style=\"font-weight: 400;\">Some organizations will immediately see the benefit of the team model. But if that\u2019s not the case at your organization, we\u2019ve found that it\u2019s a lot easier to get buy-in to test the team model instead of jumping directly into a wholesale change.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\" aria-checked=\"false\"><b>Identify the gaps in skills: <\/b><span style=\"font-weight: 400;\">As for building the marketing team, first, identify your strengths. Do any team members have good speaking, writing, or digital design skills? What skills are you missing? Maybe you\u2019re lacking skills in marketing automation and client research. Write down your skills gaps and start engaging the resources needed to close those gaps. Often, those human resources are already in your organization!<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\" aria-checked=\"false\"><b>Develop an operation plan: <\/b><span style=\"font-weight: 400;\">Decide which team members will fulfill which marketing roles and how often. Then, iron out any inefficiencies or incentives that could be working against you. Once you\u2019ve put it all together, you\u2019ll find that the team-based marketing model is more flexible, resilient, and productive than just relying on rainmakers alone.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">If your firm is also lacking a defined sales team, here&#8217;s an additional resource on <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/business-development-team-structure\"><span style=\"font-weight: 400;\">developing a sales team structure<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<div class=\"cta-link\">\n<p><a href=\"https:\/\/hingemarketing.com\/library\/article\/the-marketing-planning-guide-for-professional-services-second-edition\" target=\"_blank\" rel=\"noopener\">Download the Marketing Planning Guide: Third Edition<\/a><\/p>\n<\/div>\n<ol start=\"2\">\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<h4><span style=\"font-weight: 400;\">Strategy Alignment: Aligning Sales and Marketing Strategies\u00a0<\/span><\/h4>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Both your marketing and sales teams know that attracting new clients is essential to the health of your business. But are your sales and marketing teams implementing the same kind of approach to achieve this goal? Or, could they be working against one another and not even realize it?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Many firms don\u2019t know the range of sales and marketing strategies available, and they might not have taken the time to identify the unique strategies their sales and marketing teams are currently leveraging. This can result in the sales team choosing an approach that isn&#8217;t compatible with that of the marketing team.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this respect, aligning your sales and marketing strategies starts with identifying the strategies each team is currently using. Next, the teams should discuss what they&#8217;re doing. Then, they can align their efforts and eliminate inefficiencies to achieve better results.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are the most common<\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/sales-and-marketing-strategy-for-professional-services-what-every-firm-needs-to-know\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\"> strategies that sales and marketing teams are using<\/span><\/a><span style=\"font-weight: 400;\"> today:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Seller-doer strategy: <\/b><span style=\"font-weight: 400;\">This is the most common strategy in smaller firms. The person making the sale is the person doing the work. Not only is this team member finding new prospects and closing deals, but he or she is also performing the actual service.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Traditional seller strategy: <\/b><span style=\"font-weight: 400;\">This strategy involves a specific person who is responsible for creating and closing opportunities. After closing the deal, another employee \u2013 the \u201cdoer\u201d \u2013 performs the work. In this strategy, the seller maintains a relationship with the client to find and close new opportunities. This isn\u2019t the most common strategy in professional services firms because the client can\u2019t evaluate the \u201cdoers\u201d expertise or establish trust \u2013 which is usually a critical element in closing the deal.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Seller and expert strategy: <\/b><span style=\"font-weight: 400;\">This strategy is needed when extensive proposal and contract negotiation phases are required before closing a sale, which is usually the case with government contracts and large construction projects. This strategy requires a salesperson who manages the relationship and an expert who helps create the proposal and contract and will likely manage the actual work. This strategy is typically limited to large-budget projects.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Business developer and closer-doer strategy: <\/b><span style=\"font-weight: 400;\">This model uses a salesperson to create opportunities and nurture leads, but they don\u2019t provide an in-depth technical perspective to the client \u2013 nor do they close the sale. Many professional services firms label this role as a \u201cbusiness developer\u201d as opposed to a salesperson. This frees up the doer&#8217;s schedule to spend more time on doing the job as opposed to finding and nurturing new client relationships.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">After reviewing the above sales and marketing strategies, you can align your sales and marketing efforts by holding a meeting &#8212; with both teams in the same room &#8212; to answer the following questions:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\" aria-checked=\"false\"><span style=\"font-weight: 400;\">What sales and marketing strategies does our firm use to boost profitability, visibility, and growth?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\" aria-checked=\"false\"><span style=\"font-weight: 400;\">Do we use different strategies at different times depending on the job?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\" aria-checked=\"false\"><span style=\"font-weight: 400;\">Would it be better to use different strategies than we\u2019re already using?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\" aria-checked=\"false\"><span style=\"font-weight: 400;\">What roles do the sales team and the marketing team carry out to support the current strategies? Where do these roles align to support each other, and where do they conflict?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\" aria-checked=\"false\"><span style=\"font-weight: 400;\">What changes can we make to bring sales and marketing efforts into better alignment around these strategies?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\" aria-checked=\"false\"><span style=\"font-weight: 400;\">Or, if we change strategies, how can we align sales and marketing efforts to support the changes?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">When you bring sales and marketing into a meeting to conduct discussions like this, a lot of creative solutions and \u201caha moments\u201d rise to the surface. Soon enough, both teams will harmonize their strategies toward dramatically better results.<\/span><\/p>\n<ol start=\"3\">\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<h4><span style=\"font-weight: 400;\">Aligning Forces: Best Practice for Getting Sales and Marketing on the Same Page<\/span><\/h4>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">The previous section touched on the benefits of bringing representatives of sales and marketing into the same meetings. In this section, we\u2019ll dive into the specific topics that sales and marketing should regularly discuss. Holding joint meetings on the following topics is a great way to keep the teams in sync:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Strategy development meetings:<\/b><span style=\"font-weight: 400;\"> First and foremost, sales and marketing should continually collaborate on determining the best<\/span> <a href=\"https:\/\/hingemarketing.com\/blog\/story\/strategic-marketing-for-professional-services\"><span style=\"font-weight: 400;\">strategy for communicating the firm\u2019s message<\/span><\/a><span style=\"font-weight: 400;\">s<\/span><span style=\"font-weight: 400;\">, pursuing leads, nurturing client relationships, and measuring the results of these efforts.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Content development meetings: <\/b><span style=\"font-weight: 400;\">Marketing teams spend a lot of time developing <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/the-importance-of-having-a-marketing-calendar-and-keeping-it-up-to-date\"><span style=\"font-weight: 400;\">educational content<\/span><\/a><span style=\"font-weight: 400;\"> such as blog posts, articles, webinars, and whitepapers. When the sales team participates in content development meetings with the marketing department, salespeople can provide valuable topic ideas based on their first-hand knowledge of what resonates with the target audience.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Campaign development meetings: <\/b><span style=\"font-weight: 400;\">Marketing teams also spend time on creating and promoting new campaigns \u2013 such as events, ads, and speaking engagements \u2013 to boost visibility and attract new leads. Since it\u2019s the sales team that will be communicating with those leads, the sales team should be involved in campaign development meetings to ensure that the marketing team is attracting the right clients.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>KPI meetings: <\/b><span style=\"font-weight: 400;\">Finally, it\u2019s crucial that sales and marketing teams review the same key performance indicators (KPIs), and they should meet to review them at the same time and in the same room.<\/span><\/li>\n<\/ul>\n<ol start=\"4\">\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<h4><span style=\"font-weight: 400;\">Aligning Metrics: What KPIs Should Sales and Marketing Review Together?<\/span><\/h4>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">One of the most common reasons for misalignment happens when sales and marketing teams track different success metrics. That\u2019s why it\u2019s important for sales and marketing to hold regular KPI meetings where they review, discuss, and understand the latest KPIs together.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are the most important metrics that sales and marketing should review together:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Implementation metrics: <\/b><span style=\"font-weight: 400;\">These figures relate to the various sales and marketing techniques and technologies your teams are implementing. They reveal the time, cost, and energy required for different strategies. Examples of implementation metrics might include statistics on CRM software \u2013 for example, how many team members are using it, how are they using it, and how much does it cost to use. It could also include figures related to sales tactics like the time and cost of reaching out to potential clients with personalized emails and phone calls.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Visibility metrics: <\/b><span style=\"font-weight: 400;\">These figures reveal how visible your firm and its services are to the target audience. Examples of visibility metrics include <a href=\"https:\/\/hingemarketing.com\/blog\/story\/top-b2b-website-metrics-to-monitor-using-google-analytics\" target=\"_blank\" rel=\"noopener\">total website traffic<\/a>, social media metrics, attendance numbers at events, Google search rankings for your website, and other stats that reveal how many people are seeing and interacting with your brand.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Expertise metrics:<\/b><span style=\"font-weight: 400;\"> These numbers show the degree to which your potential customers are seeing and interacting with your thought leadership content. In other words, how successful has your firm been at demonstrating its expertise? Examples of expertise metrics include blog views, premium content downloads, guest post metrics, webinar attendee figures, and attendance at speaking engagements.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Impact metrics: <\/b><span style=\"font-weight: 400;\">These figures show the impact and success of your marketing and sales campaigns. In other words, they tell marketing and sales how worthwhile their efforts have been. Examples of impact metrics include figures on new leads and inquiries, sales pipeline stats related to different lead stages (i.e., raw leads, sales-ready leads, etc.), sales wins and losses, and monthly revenue figures to show how sales and marketing efforts are contributing to the bottom line.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Ultimately, if sales and marketing aren\u2019t looking at the same KPIs in regular meetings, they\u2019re not going to align their strategies to overcome challenges, and they could be creating more setbacks and challenges along the way.\u00a0<\/span><\/p>\n<div class=\"cta-link\">\n<p><a href=\"https:\/\/hingemarketing.com\/library\/article\/the-marketing-planning-guide-for-professional-services-second-edition\" target=\"_blank\" rel=\"noopener\">Download the Marketing Planning Guide: Third Edition<\/a><\/p>\n<\/div>\n<h2><b><a id=\"Final\"><\/a>Final Thoughts About Sales and Marketing Alignment<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Thanks for staying with us and reading through this guide. At <\/span><a href=\"https:\/\/hingemarketing.com\/\"><span style=\"font-weight: 400;\">Hinge<\/span><\/a><span style=\"font-weight: 400;\">, we\u2019ve held the hands of countless firms along the journey toward better sales and marketing alignment \u2013 and to our delight, we\u2019ve watched our clients radically transform their businesses by implementing the simple tips and perspectives outlined above.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019d like to grow your business with lasting momentum, focusing your marketing and sales teams on the same goal makes sense. After all, better alignment between these two departments allows them to work together to attract the type of clients who are desperately seeking your services &#8212; and your company&#8217;s unique style of delivering them.\u00a0<\/span><\/p>\n<div class=\"inlineWidget yes_borders\"><a href=\"https:\/\/hingemarketing.com\/library\/article\/the-business-development-guide-for-professional-services\" class=\"widgetLink\" ><img decoding=\"async\" src=\"https:\/\/hingemarketing.com\/wp-content\/uploads\/2023\/06\/business-development-guide-200x200.png\" alt=\"\" \/><\/a><div class=\"inlineWidgetText\"><h6>Free Resource<\/h6><p>The Business Development Guide<\/p>\n<a href=\"https:\/\/hingemarketing.com\/library\/article\/the-business-development-guide-for-professional-services\" >Learn More<\/a><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Sales and marketing team alignment makes a lot of sense, and in most small-sized professional services firms, they go hand-in-hand. But as companies continue to grow, it\u2019s not uncommon for sales and marketing to fall out of sync, and this can lead to significant losses in visibility, profitability, and growth.\u00a0 In fact, a recent study&#8230;<\/p>\n","protected":false},"author":86,"featured_media":45663,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[1],"tags":[446,388,399],"class_list":["post-45660","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-business-development","tag-c-suite-topics","tag-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sales and Marketing Alignment: Proven Strategies That Help Your Sales and Marketing Teams Work Together - Hinge Marketing<\/title>\n<meta name=\"description\" content=\"Hinge has developed actionable strategies to help firms receive the transformative benefits of sales and marketing alignment, all outlined in this article.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hingemarketing.com\/blog\/story\/sales-and-marketing-alignment-proven-strategies-that-help-your-sales-and-marketing-teams-work-together\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sales and Marketing Alignment: Proven Strategies That Help Your Sales and Marketing Teams Work Together - 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