In the past 10 years, it's been fascinating to observe the lack of "Internal Service Agreements" between marketing and sales. There seems to be a turf war without clear alignment on objectives, strategies and metrics to measure success.
To achieve sales and marketing alignment, it's important for marketing to understand sales' objectives and develop the brand-differentiation strategies that retain and grow market share.
It's also important to monitor marketing and sales metrics to understand which messages and channels point the way to better customer relationships. How many new leads and customers are needed to achieve sales forecasts? Which products to promote? Which competitors to defeat?
For sales, it's important to share insights about the performance of marketing materials and messaging. Is the win/loss ratio rising or falling? What new objections are prospects raising? What market trends are emerging?
And it's important for both departments to agree on the time in which the new marketing leads are followed up on. How much time elapses between first and second contacts, presentations and quotes?
We've seen how the proper "Internal Service Agreement" between marketing and sales builds growth, excitement and company morale. With them, the lessons of success or failure can quickly be identified and strategies readjusted for the maximum return on investment of time and money. •