There was once a time that Sales and Marketing lived in different silos of an organization. On one hand, there were marketers who spent their time understanding the ebb and flow of the economy, their potential buyers, and their product in order to promote sales from the backend. On the other, there were salesmen who pounded the pavement, bringing in revenue by striking good deals and a having firm handshake. Though these two may have had the same goal, generate revenue for their organization, they executed in two completely independent manners.
Fortunately, many companies, including InsideOut, have strayed from such a stagnant model. In recognizing the need for sales and marketing alignment, we can establish a strong foundation upon which we can achieve exponential revenue growth. If you are not implementing this technique internally, you are not optimizing your business’s performance. For those of you lightyears behind, you must accept that the buying process has changed and that a collaborative process, not just between sales and marketing, is instrumental in a company’s success.
For those of you who are in an organization that fosters this alignment, you know that the goal is twofold: internal, from an employee’s perspective, and external, from a buyer’s perspective. Contrary to a traditional sales funnel model, we have the ability to transform the consumer’s experiencing by positioning these once separate silos in order to create and nurture a relationship with our buyers. Through the installation of social content, advertisements, and campaigns in a sales funnel, it is possible to create relationships that result in revenue through not only ongoing nurturing but also cross-selling and upselling. At the end of the day, people would rather buy from a friendly than a foe. Sales and marketing alignment makes this type of relationship possible.
We all know that the marketplace is constantly transforming; to parallel this transformation we must be equally as flexible within our structural organization. Collaboration is key and implementation across teams, not just within them, is vital to become a forerunner in any industry.