<p>Sales and Marketing Alignment</p>
<p>5 March 2024</p>
Talk
Contents
<p>Where I am coming from</p>
<p>Part 1. Upside-down science</p>
<p><span style="font-size:0.5em;">Scientific finding:</span></p><p>"People who go to bed with their shoes on </p><p>often wake up with a headache"</p>
<p><span style="font-size:0.5em;">Interpretation A:</span></p><p>"Wearing shoes in bed must cause a restriction of blood during the night, resulting in headaches the following morning"</p>
<p><span style="font-size:0.5em;">Interpretation B:</span></p><p>"People who suffer from morning headaches sleep with shoes on so they can rush down-stairs when they wake up to get aspirin!"</p>
<p><span style="font-size:0.5em;">Interpretation C:</span></p><p>"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"</p>
<p><span style="font-size:0.5em;">Reported finding:</span></p><p>"Well-aligned sales and marketing teams deliver 208% higher revenues"</p>
<p><span style="font-size:0.5em;">Interpretation A:</span></p><p>"Therefore, sales and marketing alignment drives higher revenues"</p>
<p><span style="font-size:0.5em;">Interpretation B:</span></p><p>"Sales and marketing teams who are smashing their goals are more likely to </p><p>say they are aligned"</p>
<p><span style="font-size:0.5em;">Interpretation C:</span></p><p>"There is an X which improves revenue delivery and aligns sales and marketing"</p>
<p>Part 2. The canonical dysfunction</p>
<p><span style="font-size:0.5em;">Common situation:</span></p><p>1. Marketing put an eBook on a landing page</p><p>2. 1,000 people sign up to read</p><p>3. Marketing send these leads to sales</p><p>4. Sales try to follow up</p><p>5. Tumbleweed.gif</p>
<p><span class="color-class-option-14" style="font-size:1.8em;" data-light-text="true">The customer</span></p>
<p><span style="font-size:1.0em;">...and failure is not a good breeding ground for sales and marketing alignment</span></p>
<p><span style="font-size:1.0em;">To get past this, we must align everything </span></p><p><span style="font-size:1.0em;">to, for, around and with </span><span class="color-class-option-1" style="font-size:1.0em;">the customer</span></p>
<p><span style="font-size:0.6em;">The first commandment</span></p><p><span class="color-class-option-1" style="font-size:1.8em;">"Know Thy Customer"</span></p>
<p>Part 3. Strategic alignment</p>
<p>Part 4. Putting this into practice</p>
<p>That all sounds, great! </p><p>Let's go and do ABM!</p>
<p>Cargo cult marketing</p>
<p>An example of someone <span class="color-class-option-1">doing this well</span> today</p>
<p><span class="color-class-option-14" style="font-size:1.4em;" data-light-text="true">It's not about you, it's about the customer</span></p>
<p>Thank you</p>
Thank you for reading Sales and Marketing Alignment
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