Poor alignment between your sales and marketing teams and a lack of visibility into cross-functional data cause a bevy of problems. From sub-par conversion rates to bad customer experiences, sales and marketing misalignment puts your company at a competitive disadvantage and impacts revenue at every turn. While the divide makes the two teams feel at odds, their goals are the same: to acquire customers and drive more revenue.
This is often seen as a B2B problem because the buying journey from marketing to sales and the lead handoff are more clear. Marketing drives leads, sales closes them. But the problem is actually compounded in B2C companies because the silos are deeper and the conversion path is a lot muddier. They depend on each other just as much but have even less visibility into mutually dependent strategies.
This is especially true with high-stakes purchases where customers frequently do research online and convert on the phone with the contact center because that causes an additional data divide between marketing and sales when customers leave the digital journey. It also makes alignment between marketing and sales even more important in B2C companies, as it’s the only way to get visibility into the full buying journey and accurately measure success.
When sales and marketing can become one cross-functional super-team, they become mutually accountable for these goals and the results are more efficient and effective customer acquisition and a better buying journey for your customers.
Check out these 10 eye-opening sales and marketing stats to help motivate stronger relationships between your sales and marketing teams.
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