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Alignment, Technology, and Revenue Impact

 

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CRITICAL LINKS FOR SALES & MARKETING SUCCESS: ALIGNMENT IS THE KEY

Marketing, sales, and customer success teams should function as a coordinated alliance working to build stronger, more profitable customer relationships.

 

If your teams are lacking true alignment, you could well be leaving a significant amount of money on the table each year.

 

Take a look at these key statistics from a recent Act-On survey to learn why alignment is imperative to business success.

CRITICAL LINKS FOR SALES & MARKETING SUCCESS: ALIGNMENT IS THE KEY

Marketing, sales, and customer success teams should function as a coordinated alliance working to build stronger, more profitable customer relationships.

If your teams are lacking true alignment, you could well be leaving a significant amount of money on the table each year.

Take a look at these key statistics from a recent Act-On survey to learn why alignment is imperative to business success.

 

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WHAT DOES ALIGNMENT REALLY MEAN?

Alignment isn’t a specific activity; it’s more of a way to describe
sales and marketing teams that (among other things) have learned to: 

COMMUNICATE CLEARLY

COLLABORATE EFFECTIVELY

SPEAK A COMMON LANGUAGE

MEASURE AGAINST SHARED STANDARDS

EMPLOY INTEGRATED BUSINESS PROCESSES

WORK TOWARDS COMMON GOALS

98%

According to the 2015 Act-On Sales & Marketing Alignment Survey, 98% say alignment is critical to business success.

Almost

three out of four 

organizations in our study reported
at least some degree of alignment.

DOES ALIGNMENT MATTER?...
(ONLY IF YOU LIKE MAKING MONEY)

Our research shows that marketing leaders who are meeting or exceeding their revenue goals understand that marketing, sales, and customer success need to work symbiotically, and are investing their departmental time and resources evenly across the three disciplines. 

81% of the companies that beat their revenue goals

describe their sales and marketing groups as "somewhat" or "completely" aligned.

56% of aligned organizations met their revenue goals, and 19% beat their goals.

Among misaligned organizations, by comparison, only 37% met their revenue goals, and just 7% beat them.

Sales and marketing alignment delivers, on average,
a 36% improvement in customer retention and 38% higher
sales-win rates – and it accomplishes this feat by improving only half of the end-to-end customer Lifecycle.

-The New Stewards of the Customer Relationship, Act-On/Gleanster

ENABLING ALIGNMENT

So what are the priorities, and challenges for aligning sales and marketing?
And what role does technology play in the success of alignment?

The Four Most Important Priorities for
Aligning Sales and Marketing

Integrating sales and marketing
processes and procedures

Mutual understanding of
sales and marketing activities

Common goals and metrics for
both sales and marketing

Sales and marketing agree on definitions
for the pipeline stages

Interestingly enough, according to the survey, the most common challenges
for aligning sales and marketing are exactly the same four things.

Technology and alignment -
It's not what you've got, it's how you use it.

Just six firms, or 3% of the respondents in the aligned category, said they achieved alignment without using sales and marketing technology.
 

Roughly the same percentage of aligned and misaligned organizations reported that they “moderately used” sales and marketing technology.
 

Nearly 1 in 3 aligned organizations said they “extensively used” sales and marketing technology – more than double the percentage of misaligned firms.

Integration is widely regarded as one of the fundamental traits that define sales and marketing alignment. This includes the use of integrated technology to ensure the efficient movement of leads and other forms of data, effective metrics and reporting, and shared access to key business processes and workflows.

BEATING THE BUDGET BLUES

Does alignment have any bearing on budget allocation?
Our research shows that it dramatically does.
Take a look at these two enlightening statistics.

According to this survey, misaligned firms were more than

2x

as likely to report sales and marketing budget cuts. 

Conversely, aligned organizations were 

50% more likely

to say they expect their budgets to increase.

Marketing automation software,

such as Act-On,

can help tie shared goals and measurements of success together - integrating this vision throughout the entire customer lifecycle. Harness and activate the power of data-driven strategy with marketing automation to drive leads, build your brand and deliver a customer experience that sets you above the competition.

About the Survey Audience

Audience Qualifiers: In June, 2015, Act-On Software and Ascend2 examined the attitudes and opinions of 336 professionals participating in a survey regarding the alignment of their organization’s sales and marketing people, processes and technologies. The online survey was fielded to Act-On and Ascend2 opt-in subscribers producing statistically valid findings that have been examined in a quantitative context by experienced analysts and reported objectively

Ascend2 Subscribers: 62%
Act-On Subscribers: 38%
Respondents with Marketing Roles: 60%
Respondents with Sales Roles: 40%
B2B Respondents: 82%
B2C Respondents: 18%

Interested in Learning More?

Check out these related blog posts

Team Trifecta: Why Align Customer Success with Sales & Marketing?

Read More

Sales Alignment: Put Theory Into Practice
 

Read More

5 Proven Strategies to Rid Sales and Marketing of Bad Blood

Read More

WOULD YOU LIKE TO LEARN MORE ABOUT ALIGNMENT?

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Alignment, Technology, and Revenue Impact​

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ABOUT OUR COMPANY

Act-On is a marketing automation company delivering innovation that empowers marketers to do the best work of their careers. Act-On is the only integrated workspace to address the needs of the customer experience, from brand awareness and demand generation, to customer loyalty. With Act-On, marketers can drive better business outcomes.