The strongest-performing companies bring Marketing and Sales together.

Companies that are "best-in-class" at aligning marketing and sales departments had a 20% average growth in annual revenue, compared with a 4% decline among "laggard" organizations, according to Aberdeen Research. Moreover, 66% of companies reporting complete alignment made their revenue goals, compared with just 41% that reported no alignment, a recent study by Demand Metric found.

However, in today's fast-paced environment, keeping the sales team up to date and aligned with marketing is tougher than ever. But there's hope.

Mobile technology offers one of the most effective ways to support marketing-sales alignment and boost sales: 23% more firms meet team sales quotas when employing a sales mobility strategy, according to Aberdeen; and companies that use mobile business apps increased win rates 26%, according to a recent Yankee Group survey.

With the growing number of mobile devices in the hands of employees, marketers now have an efficient means of getting feedback from the field, as well as tools to better support the sales team on-demand.

Improve lead conversion by better supporting Sales

Buyers have taken control of the sales cycle. With seemingly unlimited online resources, the buyer now has more power than the seller in many cases. Therefore, it is essential for sales reps to be prepared for their next cold call, meeting, presentation, or negotiation with key information about prospects, their company, and the marketplace. But, sales reps often can't quickly and easily find the materials they need.

Traditional marketing and sales strategies lack the ability to address those challenges, often resulting in lost opportunities and revenues. However, marketers can use mobile technology to provide sales reps with the right content at the right time, while increasing lead conversion and sales.

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image of Chanin Ballance

Chanin Ballance is CEO of Veelo, an award-winning cloud-based marketing and sales performance platform. Chanin is a frequent speaker on the topics of learning and retention, brain science, mobile engagement, and sales enablement solutions.

LinkedIn: Chanin Ballance

Twitter: @chaninballance