With economic times the way they are today, it is more important than ever that Marketing and Sales teams be aligned. Together you must decide and figure out what activities make the most impact to the top line of the business. Focus on all types of initiatives
1.    To retain, cross-sell and up sell current customers
2.    New customer acquisition programs
3.    Channel partner marketing opportunities

We recently rolled out an ebook, 10 Tips for Marketing and Sales Alignment, with our partner Marketo. These 10 tips are just a few ideas on how Marketing and Sales can play on the same team to generate qualified leads and drive revenue.

Here’s a few more tips to think about as you are building out your Q4 Marketing and Sales plans.

1.    Marketing and Sales teams should have shared goals

• Bookings and new customer wins are jointly owned by marketing and sales, and marketing bonuses are directly tied to the joint success.
• Revenue alignment and continued success programs for current customers ensure happier customers.  And we all know it’s more expensive to find a new customer than it is to keep your current ones happy.
• Shared goals means shared success -  when sales wins, marketing wins…and when marketing wins, sales wins … and overall the business WINS!

2.    Do Reality Based Planning

• Use TRUE funnel conversion metrics to set marketing lead generation targets.
• Understand and plan based on sales team behavior - how many leads can they work at time, how many calls does it take each sales team member to identify a hot or qualified lead, etc.

3.    Don’t forget those stuck in the funnel

• Deals get stuck in the middle stages of the funnel.  Let marketing help by trying to engage with the prospect through best practice content offers, event invites, or new media outlets.

4.    Don’t forget them when the deal is done

• Engage in current customer marketing programs.  Use a newsletter, blog or customer community to stay front of mind for cross-selling, up-selling and renewal opportunities.
• Case studies and references are powerful sales tools, but marketing needs help with the set up and creation of these.

5.    Communicate, Communicate, Communicate

• Share what’s working and what’s not – closed loop marketing is essential here
• Marketing should be involved in new sales rep training
• Celebrate WINS together

Organizations talk a lot about aligning their marketing and sales teams but many never put plans into action.  By implementing the five steps above and adhering to the plan, Marketing and Sales teams can align for shared success.

I welcome your thoughts and feedback (successes and other tips you want to share).