Align or Die: Getting Marketing and Sales to Deliver Value for the Customer
There are certain things that never go together – like oil and water; and then there are certain things that fuse together so seamlessly - like peanut butter and jelly - that the outcome is pure magic. When it comes to sales and marketing, I prefer the latter!
You see, some organizations have resigned themselves to accept that the two departments will behave like oil and water – never to be combined. While others have figured out how to operate together so cohesively that you can’t picture one without the other. I mean, who wants to eat a jelly sandwich!
Organizations in which sales and marketing are highly aligned, achieve ~32% annual revenue growth compared to a 7% deficit for the less aligned. (Aberdeen Group)But despite the fact that 80% of businesses recognize the benefits of greater alignment between sales and marketing, 40% still have no systems in place to unify the functions (Randstad).
That fact is, without aligning sales and marketing within your organization, the company will fail to provide the value your customers deserve and will ultimately die!
So, how do you get the two functions to work seamlessly with one another to garner success? What sets tightly aligned organizations apart? And is there something you can do to fix alignment within your organization? Featuring original research, during this session you will learn:
- The 4 key reasons for alignment issues
- Tools to diagnosis alignment within your organization
- Actionable steps you can immediately take to begin to improve the alignment gap within your organization
Stacey Danheiser is the co-author of Value-ology - a new marketing book about how to create and communicate your value to customers. She led strategic marketing and sales enablement at well-known organizations like Level 3 Communications, Janus Capital Group, Nordstrom Bank and Charter Communications. After 15 years in the corporate world, she decided to venture out on her own and is now President of SHAKE Marketing Group - a B2B marketing firm with clients in telecommunications, financial services and technology.
A self-proclaimed marketing "nerd" - she loves all things marketing and especially teaching others about how to do marketing well. She lives in Denver, CO with her family...and when she's not thinking about marketing, you can find her on her yoga mat, hanging out with her kids or cooking up something new in her kitchen.