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Sales & Marketing Alignment: Strategy vs. Tactics

Sean Parnell – Monday, September 18, 2017


Sales & Marketing Alignment: Strategy vs. Tactics

If there is anyone who hasn't weighed in by now on the concept of sales and marketing alignment, it's hard to imagine who it could be.

Getting everyone on the same page, in the same boat, on the same planet, holding hands and having a beer together, is, apparently, a goal upon which we all agree and a topic that generates no end of strategies for how to reach it.

Can there possibly be anything left to say? If not, then why isn't your sales & marketing aligned?

The idea of sales and marketing professionals locked in endless disagreement over how to grow a business seems a little dated at this point. We can't really talk anymore about how one pursues results that are easily measured while the other operates in a cloud of theory. The cloud is our second office now and the metrics of modern B2B marketing are as nailed down as any sales quota. Technology has also brought crossover in our interactions with customers, who are likely to engage with our digital marketing long before their first encounter with a sales representative.

However, we hear a lot how salespeople are still cold-calling, sending out their own email campaigns and so embarrassed by their website that they don't want prospects to look at it. What is marketing doing?

 
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