There are two types of companies. Some companies' sales and marketing teams work together seamlessly and are able to create processes together that streamline the buyer's journey to increase lead generation and conversions. Other companies don't. Obviously, you want your company to fall in line with the former of the two.
Sales and marketing are two sides of the same coin, and although many sales and marketing teams see themselves in competition with each other, it's actually quite the opposite. Marketing is in charge of seeking out and bringing in the leads while sales is in charge of nurturing and closing them.
Many team leads and CEOs put an emphasis on inbound leads versus outbound leads, which pits the two departments against each other. Marketing is in charge of bringing in inbound leads, while sales is in charge of networking, prospecting, and outreach in order to bring in outbound leads. You don't want to focus on whether or not your company is seeing more inbound leads or outbound leads because the processes for generating them are so different.
Not only that, but your salespeople are the ones who are actually trained and specialized to close all of your leads, inbound leads included. This is why it's so important for your company's sales and marketing teams to work together.
We discussed advantages of creating a successful tech stack within your company, and one of those is that it can help your company to save money. If your teams are fully understanding how all of your software and tools are working together, you're not overspending on duplicate technology or tools that could overcomplicate your processes.
Another way to ensure success within your martech stack is by creating a martech stack that helps to align your sales and marketing teams. How do you do this?
1. Learn to work together.
It's essential to learn to collaborate together, and not to point fingers. If the sales team feels like inbound leads have been low lately, and that's why they haven't met quota, the solution is not to immediately point fingers at the marketing team.
Instead, it's important to come together, discuss why inbound leads have been lower, and figure out a solution together on what campaigns may not be working, and what can be done in the future to improve them.
2. Hold the sales and marketing teams accountable together.
Instead of pitting sales and marketing against each other, consider them under the same umbrella. If one isn't meeting quota, it's the job of both teams to come together and figure out why.
3. Turn to account-based marketing.
Account-based marketing (ABM) is a great marketing type to focus on when you need to teach sales and marketing to work together. This is because ABM requires both teams to come together to target very specific accounts. It's not just marketing to the audience as a whole. It's marketing to one specific account or segment in order to close sales. Which means all hands on deck.
Your martech stack doesn't have to be a huge project, and neither does figuring out how to make it lead to sales and marketing team alignment. If you're interested in learning more about essential tools to include in your martech stack, check out our guide on how to build a coherent tech stack.