A recent Hubspot blog highlighted the extent of the non-alignment between sales & marketing efforts:
According to a Corporate Executive Board study, 87% of the terms Sales and Marketing use to describe each other are negative. Sales calls Marketing arts-and-crafts and irrelevant, and Marketing calls Sales simple-minded and incompetent. Don't you think it's high time we stopped all this childish name-calling?
Now CMFG is made up of marketing specialists but even we have to put our hands up and say often in the companies we work for, it is as much the marketing team not understanding the selling process as the sales team not understanding the buying process.
Huthwaite shows us though that the selling process and the buying process are essentially the same thing, so if both sides are doing the job properly, then everything should be aligned, but they rarely are. The answer is a clear Service level Agreement SLA between the two teams that bring together the long and short term objectives of both parties. More importantly it ensures the hard stuff is done right by both sides because it is agreed in advance. Sales follows up on the leads provided diligently and marketing is clear and transparent the extent to which those leads are “warm” Shared hard objectives at the top is often the best way to kick this off.