Sales and Marketing haven't always had the best relationship. In fact, their relationship in many organizations can sometimes be described as that of two diverse organisms living together in a way that benefits only one.
B2B companies' inability to align sales and marketing teams around the right processes and technologies costs 10% or more revenue per year, according to IDC, so one of the largest opportunities to improve business performance can come from aligning these teams. Doing nso improves ROI, productivity, and growth.
In fact, B2B organizations with tightly aligned sales and marketing operations achieve 24% faster three-year revenue growth and 27% faster three-year profit growth, according to Sirius Decisions. Organizations with tightly aligned sales and marketing functions also enjoy higher customer retention rates.
When Marketing and Sales can move beyond their differences and become a power couple, they have the ability to optimize their value and synchronize their efforts. With Sales and Marketing alignment, the company wins.
That said, reaching power-couple status probably didn't come easily for Brad and Angelina, and it may not seem simple for Sales and Marketing, either. But there are numerous resources for studying and ensuring alignment.
You may like these other MarketingProfs articles related to Sales:
- Resonate, Differentiate, and Substantiate: What Top Salespeople Do Differently
- How Sales Teams Can Improve Operations With Sales Intelligence Tools
- Has B2B Sales Gotten Easier or Harder Since 2020?
- Why It's Not Your Sales Team's Job to Nurture Leads
- How to Use Marketing Automation to Create Contextual Sales Conversations
- A Powerful Demand Generation Tactic: Lead Magnets and Customer Segmentation, Together