Only four out of ten Sales and Marketing teams co-create their demand generation strategies. A third of Sales teams provide feedback on strategy, but are not involved from the beginning of strategy creation. Continual feedback is very important for lead generation program improvements and adjustments, but feedback can only go so far without strategic alignment.
The Key Steps of Strategic Sales-Marketing Alignment
What goes into creating and implementing a demand generation strategy?
- Determining targeting criteria and your Ideal Customer Profile.
- Finding a demand generation partner that benefits both teams with the lead volume and quality to meet Marketing and Sales goals.
- Establishing lead scoring and routing qualification rules so that once leads are delivered, they are sent to the appropriate stage of the funnel.
- Building Marketing nurture tracks and lead handling cadences for Sales to approach leads.
For this process to run smoothly and produce results, Sales and Marketing must be aligned every step of the way. Co-creating demand generation strategy means Sales and Marketing should agree on shared goals before the campaign begins. This process goes beyond requesting a sign-off from Sales to include agreeing how leads are qualified, routed, and handled.
Ensuring everyone involved from both departments has an understanding of their role in the process elicits buy-in at all stages. A shared understanding of when and how leads will be delivered from Marketing to Sales, the cadences Sales will use, as well as regular opportunities for feedback from all involved is key to strategy creation.
A Missed Opportunity in Demand Generation
When your Sales and Marketing teams are not on the same page, it costs both teams opportunities. This is not isolated to the top levels of organizations where strategy is traditionally decided, or to the lower levels where the details of strategy are often implemented. There is a very similar distribution across job seniority, which suggests that strategic misalignment is occurring at all levels. Only a third of CMOs reported that their Sales team is involved in demand generation strategy creation.