So this is annoying:
A clogged up and clunky sales funnel filling up with mismatched leads linked to organizations that don't make sense for your business' ideal client.
And the worst part? You're barely even aware that there's misalignment because you see your teams grinding and your revenue is doing OK enough to keep things pushing forward.
On top of that, who has the time to dive into where or how you can start knowing if you need any fixes at all anyway?
In the meantime, your sales and marketing teams are trucking along, digging your business deeper into the same revenue-sabotaging path.
These misalignments are like trying to fit a square peg in a round hole, especially when you're eyeing the long game. Instead of propelling you to the top, everyone in your organization is blindly draining your resources faster than a leaky bucket, leaving you high and dry with missed chances to woo the right crowd who could actually help you hit the high notes of success and sustainability.
So how to fix this:
- Understand the real cost — and roots — of all this.
- A prime example, because you're not alone, not by a long shot.
- Using proven steps for aligning what's been misaligned (+ free audit).
What is Misalignment Really Costing You?
Wasted Budget
When sales and marketing (and service) teams are not aligned, the consequences can be dire. Misalignment often leads to wasted budget as marketing campaigns may not target the right audience, and sales efforts may not be supported adequately. According to a recent report, businesses with poor alignment and disconnected systems waste almost 50% more on bloated solutions and strategies that holds them back from meeting/outperforming goals.
Missed Revenue
Now, about the revenue you've been missing out on.
When your sales and marketing people are not on the same page (or even the same book), leads are lost and your customers' journey is a disjointed experience.
This loses you opportunities and damages customer relationships (not to mention brand reputation).
Tanking Rev Ops and Processes
We know it doesn't sound sexy, but the way your sales and marketing teams collaborate and coordinate to achieve business goals—now referred to as revenue operations—is absolutely crucial to your success.
Think of this collaboration as a dance battle (the kids are still doing those right? OK we may be showing our age but stick with us here).
Both teams need to groove to the same beat, sharing insights and aligning strategies like a well-choreographed routine. When they're in sync, they can cut through inefficiencies like a hot knife through butter, jazz up communication, and make resource allocation as smooth as a moonwalk, ultimately leading to a standing ovation of results and a workplace that’s as harmonious as a barbershop quartet. (OK that was a lot, we're stopping the analogy now, you get what we're saying.)
But if they’re out of step, it's painful to watch—inefficiencies, missed opportunities, and a bottom line that’s flatter than a pancake. (OK now we're done.)
Real-World Success: How Royal Health Fixed Their Funnel
Royal Health, a B2B SaaS company, faced significant challenges with their sales and marketing alignment. Their existing HubSpot system was not tailored to their needs, leading to inefficient reporting and workflows. To address these issues, they sought expert help to transform their CRM into a high-performing revenue engine.
Through a comprehensive audit and workflow optimizations, Royal Health improved their efficiency and was able to scale their sales team in prep for future growth.
How to Realign and Tailor for Success
Getting your sales and marketing teams in sync isn't just a one-time thing—it's an ongoing journey that requires some thoughtful planning and accountable action (sounds rough we know).
But it's not impossible. And if you've got an expert champion leading the charge, you can get things rolling smoothly sooner than you think.
1. Assess where you're at.
Start by taking a good look at your current systems and processes. Spot those pesky misalignments that might be causing hiccups or missed chances. Chat with both teams to gather their thoughts and make sure everyone’s on the same page with goals and objectives.
Next up, let technology be your buddy in bridging any gaps. Tools like HubSpot can be a game-changer with its automated workflows, easy-to-create and manage lead nurturing campaigns, and accurately gathered data-driven insights, making teamwork a breeze. (Plus, investing in training and development will ensure your team is all set to make the most of these tools.)
2. Define What's What: Common Goals and Metrics
Once you know where you're at and what tools you need to reinforce your upcoming alignment, it's time to align your teams. Get everyone together and work through your shared objectives and key performance indicators (KPIs).
- Define what metrics are measuring each team's success.
- For sales, it might be deals created, how long it took to qualify leads and then close them.
- For marketing, it might be the number of leads that in vs how many were qualified as quality.
- State what the targets will be so everyone knows who is responsible for which objectives.
Then circle back to tie in how each team's initiatives fuel the overall goal. This could include targets like customer acquisition rates, customer satisfaction scores, and revenue growth. Ensure these goals are clearly communicated and understood by all teams.
Lastly, when you've got all this mapped out...
write
it
all
down.
Document. Document. Document.
Here's a template so you don't have to reinvent the wheel.
3. Create Clear Communication Channels
Once you've got your alignment documented, it's time to set up regular meetings and communication platforms where sales, marketing, and service teams can share insights, updates, and feedback — routinely. This keeps everyone on the same page that was established to begin with and can quickly (and easily) address any issues that come up as your people collaborate.
4. Implement Integrated Technology Solutions
Now for what we call the fun part: CRM systems and marketing automation tools. (We can see that eye roll from here.) But truly, this is what can really shake things up for your business.
Imagine having a setup that makes sharing data across all your people as easy as a Sunday morning. With powerfully intuitive tech tools like HubSpot, you can keep tabs on every (👏🏾) single (👏🏾) customer (👏🏾) interaction, making sure everyone on your team is in the loop with the latest and greatest info.
Now, here's the best part: this magic doesn't just make attracting, engaging and delighting your ideal customers easier done than said; it also gives you a treasure trove of what your customers are REALLY all about. You can use all of this data to tweak and fine-tune your marketing and sales game plan, so it fits your audience like a literal glove.
The end game? Happier customers, better conversion rates, and growth that just keeps on going.
5. Foster a Culture of Collaboration
A culture where teams work together rather than in silos doesn't happen because we wish it into existence. Sleeves must be rolled up and time must be carved out, but the super bright light at the end of the tunnel is when all is said and done.
You're logging on to start your day with your team and how nice would it be to have meaningful team-building activities marked on the calendar, profitable cross-departmental projects automatically set up, and recognition programs that lights everyone up with rewards for all of these collaborative efforts.
Now, how to accomplish all of this:
- Put together team-building activities that'll actually strengthen relationships.
- Incorporate cross-departmental projects requiring collaboration towards a common goal.
- Encourage the sharing of diverse perspectives and expertise by pulling different team members into conversations that could benefit from thinking outside the pre-established box.
- Create rewards and genuine celebrations (not a pizza party) in support of collaborative wins.
6. Regularly Review and Adjust
Set up regular check-ins to see how well your alignments are working. During these sessions, take a look at performance data, chat about feedback, and make any tweaks needed to strengthen alignment and get even better results.
7. Continuous Training and Development
Keep offering training programs that focus on building skills and staying updated with industry trends.
This way, everyone on the team will be well-equipped with the latest know-how and techniques to keep our alignment efforts on point!
Finally, take a moment to really soak up all the awesome perks of having a streamlined business...
Picture the smooth flow of efficiency and productivity when every human in your organization is working harmoniously.
Your teams are no longer stuck in the mud of miscommunications or mismatched goals, so they can actually focus on what truly counts—driving growth and sparking innovation.
With everything running smoothly, you can use your resources more wisely, cut down on waste, and get the most bang for your buck.
Imagine fresh clarity and teamwork that not only boosts your bottom line but also makes your workplace more fun and engaging for everyone.
As your business operations become more seamless, you'll find it easier to roll with market changes, grab new opportunities, and stay ahead of the game. In short, a streamlined business isn't just about being efficient; it's about unlocking your organization's full potential and paving the way for long-term success and sustainability.
