Simon Peel, formerly of Jitterbit, IBM and Cast Iron Systems, recently discussed how to align sales and marketing for growth.
Recent studies have shown that aligning sales and marketing can result in a roughly 34-percent increase in revenue. No growing business can afford to ignore that kind of potential growth. Simon Peel, formerly of Jitterbit, IBM and Cast Iron Systems, recently explained why you should merge your sales and marketing teams to achieve more profit.
“Sales processes have changed greatly in recent years,” Simon Peel, formerly of Jitterbit, IBM and Cast Iron Systems. “The separation of the two departments, sales, and marketing is no longer a realistic way to grow your business. Disjointed strategies generally lead to wasted time and money.”
Simon Peel, formerly of Jitterbit, IBM and Cast Iron Systems, explained that aligning your company’s sales and marketing teams is a long-term success strategy. Simon Peel, formerly of Jitterbit, added that it might seem crazy to combine sales and marketing into a single department because they’ve been distinctly separate for so many years. However, these two teams working together seamlessly means it’s easier to make beneficial changes and track results.
“Combining both of these departments means both teams know what the other is working toward,” Simon Peel said. “Costly misunderstandings and miscommunications are much less likely when the departments are working together toward a common goal.”
Simon Peel, formerly of Jitterbit, IBM and Cast Iron Systems, presented the staggering statistic that 95-percent of the world’s sales leaders are combined with the marketing team. A report by the Aberdeen Group showed that companies with both departments aligned saw 38 percent higher win rates and retained 36 percent more customers.
“You’ll need to do some serious restructuring within the company to align your sales and marketing teams, but the long-term revenue will be worth the effort,” Simon Peel said.
Simon Peel, formerly of Jitterbit, IBM and Cast Iron Systems, explained that the process could start by restructuring the customer journey. The customer will no longer have separate sales and marketing experiences, as they will be rolled into one customer experience. Fully understanding your customer persona is a significant part of the process. Marketing may have one idea of an ideal customer, while sales may be seeking the customer with the most money to spend. Simon Peel, formerly explained that both teams would have to agree on the ideal customer persona and pursue that group together.
“Customer feedback and analytics are essential to aligning the sales and marketing departments,” Simon Peel said. “Use data and customer feedback to understand their motivations in purchasing your product or pain points they may have experienced. This information can help you determine new marketing messages.”
Simon Peel, formerly of Jitterbit, IBM and Cast Iron Systems, explained that merging both teams may result in hiccups along the way. Staying focused on combining the departments and seeing long-term revenue increases will help you succeed in the transition.