This article originates from a panel discussion at the Revenue Marketing Summit in London, 2022. Job titles and companies are correct as of the time of recording.
It's no secret that a well-aligned sales and marketing team can be the driving force behind a company's success. But how do you navigate the benefits and challenges of uniting these two powerhouse departments?
We recently gathered four marketing experts to share their insights in an engaging panel discussion:
🌟 Radmila (a.k.a. Mila) Blazheska, CMO of SecurityHQ,
🌟 Marina Pape, Head of Country Marketing UK at Mollie,
🌟 Alun Swift, Head of Revenue Operations at Ably, and
🌟 James White, Director of EMEA Partnerships at Klaviyo
In this article, we'll dive into the key takeaways from these industry leaders as they discuss:
- The benefits of close alignment between sales and marketing,
- Strategies for creating cohesion between the teams,
- The importance of open communication, and
- Practical steps you can start implementing today to bridge the gap between sales and marketing.
So, grab a cup of coffee and settle in as we explore the secrets to successful sales and marketing alignment, straight from the experts themselves.
The benefits of close alignment between sales and marketing
There's always a little bit of friction between the two teams, but it's all about balance. I always use the marriage analogy: sales and marketing teams are like a married couple and if there's no love, you end up with a very hefty divorce bill.
To achieve true alignment, you need to merge your metrics. Obviously, marketing and sales always have different KPIs, but if both teams have one set of KPIs – let's say around company revenue – and you work towards that in your annual targets, then it's clear what both teams need to achieve.