Aligning Sales and Marketing to Achieve Strategic Objectives
January 30, 2017
For too many companies, despite best intentions, the efforts of the marketing team don’t quite match the needs of the sales team. When this occurs, the only way the company can achieve its strategic goals is mostly through luck.
Communication between sales and marketing needs to be a strategic imperative for those at the very top of any organization. Executives at the top of most organizations invest valuable time determining objectives related to product development, market penetration, market share, and strategic competitiveness. But if sales and marketing are not coordinating their efforts through open and productive collaboration, there’s little chance of joint success.
Early in my career, I had the privilege of working in sales for one of the largest record companies in the world. It was a blast! In addition to making great friends at the retailers I served, the job also entailed working with big name recording artists in support of national tours. It was an amazing experience and the company was the clear market leader.
The only challenge was that our marketing team and our sales teams were not always aligned. Marketing would spend time and money designing, producing and providing the sales team with amazing merchandising materials. These were always first class, but usually didn’t fit in the cars driven by those of us who were supposed to distribute them to our retail accounts.
You can guess the result. We couldn’t use them.
But when marketing and sales understand each other, they can align their respective objectives. And when these shared objectives come from the top, the needs of the greater organization are best served.
This requires a strategy for sharing information through open collaboration and a platform that supports it. That’s what our customer, an iconic leader in the consumer-branded food market, has proven. Their commitment to the strategic alignment of sales, marketing and the C-suite pays off each quarter as they consistently achieve their goals for revenue, market share and growth.
Here’s their story. Download this case study to learn how this company has created a hub of success using this strategy.
Submitted by Glenn Seaberg
Director of Marketing