Six Strategies for Real Marketing & Sales Alignment
General Value Propositions
Ensure your general marketing commumication is based on readily understood and quantified value propositions which create a distinctive brand identity
Segment your customer base together so that investment can be targeted to deliver better returns from smarter resource allocation
Structure your sales organisation so that the right resources can be deployed in support of your customer segmentation.
Develop your sales methodology so it maps to customers’ buying processes and provides the organisation with the insight it needs to deliver value to customers and information to help managers to run the business effectively
Align Marketing resources to customer segment
Each customer segment is its own market, so provide the right marketing support for sales strategy implementation by each customer segment
Ensure you have common metrics
Make sure that Marketing and Sales agree on what to measure and how to measure it.