Many professionals are currently operating in a distributed work environment, even when working on the same project in the same office, sales and marketing misalignment is common. Their teams often may have different goals and KPIs, use different platforms to create separate sets of data.
But it is an outdated approach that takes a profit away. The potential misalignment between sales and marketing is multiplied day by day. This can lead to costly duplicative work, lost opportunities, and wasted time red tape when you can least afford it.
Ideally, sales and marketing colleagues should use the same solution, so that they can benefit from each other’s data and insights.
Organizations that proactively align sales and marketing can expect great positive changes. These include a more consistent, seamless experience for their customers, lower customer acquisition costs, less administrative work, and the ability to capture data that spans the entire marketing and sales pipeline. You can find more data that provides the clearest and most actionable insights to find out how companies can reach their KPI.
The evolving buying process
If we talk about B2B, we should mention that buying decisions are often made by teams, with different players and roles involved in different phases of the buying process. This means that sales and marketing must use their combined insights and knowledge to connect with a wide range of roles in their customers’ organizations.
Most B2B buyers lean heavily on digital assets to educate themselves about companies and solutions. Digital selling requires salespeople to understand customers at every point of their buying journey and offer highly personalized and relevant content. Thus, sales need to be familiar with acquisition and nurture content produced by marketing. With these two principles, companies reduce costs and efforts tied to customer acquisition.
Reducing the cost of customer acquisition
Sales and marketing in organizations both invest in understanding their customers, but these divisions rarely share the information with each other in an effective way. Data usually coexist without any interaction.
Marketing focuses more on the marketplace, researching customer needs and identifying opportunities, while Sales teams are the ones who see individual customer needs first hands.
With an integrated Microsoft Dynamics 365 solution different teams can share data and insights and build a more accurate buyer profile and create a single source of information about contacts, leads, and customers to inform every interaction.