Revenue improvement is a company responsibility and driven by the new revenue workforce, which is inclusive of both sales and marketing functions. When the revenue workforce operates out of sync it creates interference which impedes the ability to meet revenue targets. Worse – conflict leads to blame, and blame leads to a lack of trust. And once blame is assigned, the quest to find the real issues that need to be resolved ends.
Conversely, there is a solid base of evidence that shows that when sales and marketing teams work well together:
- Revenue pipelines improve
- Sales cycles are shorter
- Costs of sales decline
- Customers are delighted along the buyer’s journey
Just because a group of people work together on a common goal, they are not necessarily a team.
Teams with higher engagement are*:
- 50% more likely to have lower turnover
- 56% more likely to have higher-than-average customer loyalty.
- 38% more likely to have above-average productivity
- 27% more likely to report higher profitability
I can work with you to help define and measure the drivers of team performance.
An active initiative to improve sales and marketing congruence will boost both the top-line and bottom-line growth.
Interesting in measuring your sales and marketing integration level? Take this assessment!
*P. Labarre (2001). “Marcus Buckingham thinks your boss has an attitude problem” Fast Company Magazine