The Sales & Marketing Alignment Toolbox: Essential Tools to Foster Alignment — Quick Guide
They say a craftsman is only as good as his tools, and when it comes to sales and marketing alignment, the old adage stands. All of your planning and strategizing to get sales and marketing on the same page will be for naught if you don’t have the proper solutions (and processes) in place to support your alignment efforts.
According to a Corporate Executive Board survey, roughly 87% of the terms that sales and marketing use to describe each other are negative.
The sales executives surveyed commonly used terms like “paper pushers” and “irrelevant” to refer to their marketing colleagues, and the marketing executives surveyed also frequently used negative descriptors like “simple-minded” and “incompetent” to describe their sales counterparts.
Rather than assume that the surveyed executives on both sides of the sales and marketing divide are just negative people, it’s important to get down to the root of the issue and recognize that resentment, negativity, and confusion can brew between sales and marketing for one simple reason: they aren’t using the right tools.
Implementing the proper tools in your organization ensures visibility across the board. When sales can see the work marketing is doing to procure high-quality leads, and marketing can see how sales hustles to nurture and close deals with those leads, it positions both sales and marketing to view their relationship as complementary sides of the same process rather than disparate units with unrelated responsibilities.
For the most effective sales and marketing alignment strategy, do yourself a favor and arm your teams with the proper tools. The good news is, most of these tools are easy to implement, and the great news is that you may already use some of these tools.
To get the full picture of what tools you lack in your smarketing toolbox, read the quick guide, “The Marketer’s Toolbox: Tools for Sales & Marketing Alignment”.