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10 Reasons Why Sales and Marketing Alignment Can Create Friction (And How to Overcome It)

B2B sales and marketing alignment strategy

Sales and marketing alignment is the process of ensuring that the two departments are working together towards the same goal of generating leads and closing deals. 

When sales and marketing are aligned, they are able to share information and resources, create a seamless customer experience, and ultimately improve the bottom line.

However, there are many reasons why sales and marketing alignment can create friction.

Here are 10 of the most common:

1. Lack of communication

If sales and marketing are not communicating effectively, they will be working at cross-purposes. For example, marketing may be generating leads that are not qualified for sales, or sales may be missing out on opportunities because they are not aware of the leads that marketing has generated.

2. Different goals

Sales and marketing may have different goals, such as generating leads vs. closing deals. This can lead to conflict and frustration if the two departments are not aligned on their priorities.

3. Different metrics

Sales and marketing may be using different metrics to measure their success, such as lead volume vs. lead quality. This can make it difficult to track the impact of marketing on sales and vice versa.

4. Lack of trust

If sales and marketing do not trust each other, they will be reluctant to share information and collaborate. This can lead to missed opportunities and lost revenue.

5. Silos

If sales and marketing are siloed, they will not be able to take advantage of each other's strengths. For example, marketing may have insights into customer needs that sales can use to close deals, but if the two departments are not communicating, this information will be lost.

6. Different cultures

Sales and marketing may have different cultures, such as a more aggressive sales culture vs. a more creative marketing culture. This can make it difficult for the two departments to work together effectively.

7. Lack of leadership

If there is no clear leadership for sales and marketing, it can be difficult to get the two departments aligned.

8. Lack of resources

If sales and marketing do not have the resources they need, such as time or money, it will be difficult for them to work together effectively.

9. Technology

If sales and marketing are using different technologies, it can be difficult for them to share information and collaborate.

10. Change

Sales and marketing are constantly changing, so it is important to have a process in place to regularly assess and improve alignment.

If sales and marketing are not aligned, it can have a negative impact on the bottom line.

How to Improve Sales and Marketing Alignment

There are a number of things that companies can do to improve sales and marketing alignment. These include:

  • Establishing clear goals and metrics: Sales and marketing should agree on the same goals and use the same metrics to measure their success.
  • Creating a shared understanding of the customer: Sales and marketing should have a shared understanding of the customer, including their needs, wants, and pain points.
  • Sharing information and resources: Sales and marketing should share information and resources freely with each other.
  • Building trust: Sales and marketing should build trust with each other by being open and transparent with each other.
  • Overcoming cultural differences: Sales and marketing should overcome any cultural differences that may exist between the two departments.
  • Providing leadership: There should be clear leadership for sales and marketing, with someone who is responsible for ensuring that the two departments are aligned.
  • Allocating resources: Sales and marketing should be given the resources they need to be successful, such as time and money.
  • Investing in technology: Sales and marketing should invest in technology that can help them share information and collaborate more effectively.
  • Regularly assessing and improving alignment: Sales and marketing should regularly assess their alignment and make changes as needed.

By taking these steps, companies can improve sales and marketing alignment and achieve their business goals.

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