Align your marketing and sales goals

1. Establish common ground between sales and marketing teams by defining shared metrics, regular metrics reviews, and rules of engagement.

This will help you establish a working relationship between teams that prevents gaps in responsibility and other issues. Consider using a model such as RACI to aid with this.

2. Schedule regular mandatory meetings for sales and marketing, each with a specific purpose, agenda, and timing.

Consider short, frequent meetings, such as daily 15 minute standups, to discuss immediate lead volume, pipeline, and sales velocity issues. Use longer meetings, such as multi-hour quarterly business reviews, to do cross-functional retrospectives and planning sessions. Monthly metrics meetings that include the whole company can be used to track towards quarterly and annual revenue targets.

3. Encourage marketing and sales teams to attend each other's vital meetings to ensure that information flows more freely.

Attending other teams’ key meetings can provide more suggestions about future projects. As the teams become more informed, it creates a stronger bond between them.

4. Design a sales enablement content request process to streamline content creation and updates between teams.

For example, integrating project management platforms like Asana with Slack can inform both sales and marketing teams about the current status of content requests, without extra meetings. Clear requirements during the intake process can also reduce the workload on your creative team.

5. Create customizable strategy templates for your marketing and sales teams to use, especially for larger projects.

Templates should outline agreed upon expectations for: Lead volume. Lead quality. Lead scoring and routing. Turnaround SLA for demo requests. Standard sales process and documentation. Sales enablement materials.

6. Gather all sales enablement resources in one location. This can range from a structured Google Drive to a dedicated platform such as Showpad.

Start by identifying all sales enablement assets in your business. These may include one-pagers, templates, locked images, brand guidelines, and any other collateral.

7. Align your content funnel to allow marketing to nurture and deliver sales-ready leads and sales enablement material to help close deals.

Map your customer lifecycle, including every touchpoint from first awareness through retention, and make sure you have engaging content for each funnel stage. Always ensure you have a consistent brand story to convert more leads.

8. Set expectations between sales and marketing teams that this is an iterative process. Both teams are responsible for monitoring shared metrics and making adjustments as needed.

Encourage every team member to share their thoughts and opinions to foster open lines of communication. Avoid or resolve conflicts by viewing revenue numbers throughout the customer lifecycle as shared goals. Incentivize both marketing and sales for bringing in the right type of leads and customers who will have high customer lifetime value.