Sales and Marketing Alignment
5 March 2024
Talk
Where I am coming from
Part 1. Upside-down science
Scientific finding:
"People who go to bed with their shoes on
often wake up with a headache"
Interpretation A:
"Wearing shoes in bed must cause a restriction of blood during the night, resulting in headaches the following morning"
Interpretation B:
"People who suffer from morning headaches sleep with shoes on so they can rush down-stairs when they wake up to get aspirin!"
Interpretation C:
"People who've been out on a massive bender pass out in bed before they take their shoes off and then wake up with a hangover"
Reported finding:
"Well-aligned sales and marketing teams deliver 208% higher revenues"
"Therefore, sales and marketing alignment drives higher revenues"
"Sales and marketing teams who are smashing their goals are more likely to
say they are aligned"
"There is an X which improves revenue delivery and aligns sales and marketing"
Part 2. The canonical dysfunction
Common situation:
1. Marketing put an eBook on a landing page
2. 1,000 people sign up to read
3. Marketing send these leads to sales
4. Sales try to follow up
5. Tumbleweed.gif
The customer
...and failure is not a good breeding ground for sales and marketing alignment
To get past this, we must align everything
to, for, around and with the customer
The first commandment
"Know Thy Customer"
Part 3. Strategic alignment
Part 4. Putting this into practice
That all sounds, great!
Let's go and do ABM!
Cargo cult marketing
An example of someone doing this well today
It's not about you, it's about the customer
Thank you