Since the 1990s, CRM has given companies the ability to store more prospect and customer data than ever. Sales and Marketing have used that data to learn more about their prospects and to perfect outreach.

Though CRM provides companies with a single source of truth about their customers and prospects, it can't provide insight into buyer behavior. So now that CRM is just one part of a more robust tech stack, companies are shifting focus toward creating a personalized, seamless customer experience.

What has remained (despite that shift) is the tension between sales and marketing teams. It remains an obstacle to true sales and marketing alignment.

Creating an effective and engaging customer experience requires that both Sales and Marketing put the customer at the center of their process rather than struggle for control over the experience itself.

As a new, more tech-savvy generation of sales and marketing leaders emerge, closed-won deals and growing customer relationships are the only metrics that matter.

Here's how successful companies work together to ensure the buyer's journey stays top of mind.

1. Shared Metrics

Deals can get lost in translation when Sales and Marketing don't speak the same language. But measuring the progress and health of a prospect is critical. If Sales uses one set of terms and metrics to measure the sales process and Marketing uses another, the two teams can waste valuable time and resources working against each other. For example, Marketing may celebrate when it hits a demand-generation goal, but if those leads don't result in deals, the entire company loses.

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ABOUT THE AUTHOR
image of Sharmin Kent

Sharmin Kent is a marketing content specialist at TinderBox, sales automation software that increases productivity with data-driven sales documents in the cloud.

LinkedIn: Sharmin Kent

Twitter: @STMKent