LinkedIn Presents the Future of Sales and Marketing Alignment
Why the Feud Between Sales and Marketing Is Over
November 26, 2017
Who doesn't like a good feud? The Hatfield and McCoys. The Montagues and Capulets. And as Heather Sparks, VP of Blue449 points out in our new video, there’s always the enduring feud of creamy vs. crunchy peanut butter.
One great feud, however, is in its twilight, and that’s the battle between sales and marketing. In our new video, “LinkedIn Presents the Future: Why the Feud Between Sales and Marketing Is Over,” B2B experts weigh in on why feuding is out and sales and marketing alignment is in.
Technology, such as CRM systems, marketing automation tools, and LinkedIn and other social media platforms, which can anchor account-based marketing approaches, are enabling sales and marketing to have the data to identify prospects and ultimately work more closely together to communicate with these prospects and ultimately close them. “The notion of sales and marketing being closer together is being driven by technology certainly. It’s being driven by social media. It’s being driven by behaviors. It’s really important for the two to be closer together, because they’re two sides of the same coin,” Ann Handley, Chief Content Officer of MarketingProfs, says in the video.
Michael Brenner, CEO of Marketing Insider Group, agrees that sales and marketing should be closer together. “I started my career in sales and always believed that the job of the salesperson was to help customers. And I moved into marketing because I believed I could help customers at scale, so we’re born of the same stuff,” he says in the video.
Doug Kessler bluntly says that sales and marketing alignment is essential: “Sales and marketing, they are both in the revenue business I mean the idea of alignment as an idea just strikes me as weird because not being aligned seems shockingly stupid.”
The most effective sales and marketing teams are aligning around content, says Bernie Borges, CMO of Vengreso. “The marketing team says my number is your number. They align well, because they a culture of accountability and they can create the content that the sale team actually need and actually use to impact their sales effectiveness,” Borges says.
You can view the short video below.
For more insight into sales and marketing alignment, watch the video. You can also download our new ebook, “The Power Couple: How Sales & Marketing Alignment Makes Your Business Unstoppable,” for a deep dive into the statistics proving the power of sales and marketing alignment to drive business results.