Sales and Marketing Alignment – Key to Achieving Revenue Targets
By Hannah Hanrahan
We just finished up a few great events – first our own user conference C3 was held in Las Vegas May 5-7, and then we headed straight to San Diego for the SiriusDecisions Summit. Both conferences were packed with inspiration and insight from thought leaders across many different industries. One common theme we noted was the importance of aligning sales and marketing – SiriusDecisions extends this notion to bringing product development into the fold. With these three core functions working together the distance between customers and offering becomes much smaller.
From a high level perspective, it’s clear that achieving a streamlined “lead to money” process can only be achieved through aligning sales, marketing, and product toward the common goal of generating revenue. This means each team should have:
- Aligned goals and KPIs
- Shared market and customer perspectives
- Strong process across departments
Leslie Stretch, President and CEO of CallidusCloud, outlined a process of linking leads -> plans -> sales enablement -> product configuration and quotes -> incentives and -> money, stating, “It’s not complicated.” And the concept truly isn’t complicated; however, putting it into practice and implementing a streamlined process can be a bit more challenging.
There is a need to change the way we operate. SiriusDecisions noted much of this change starts by linking marketing plans and goals directly to enterprise and sales goals. Fortunately there is a plethora of tools and frameworks available to help you along the way. For instance, SiriusDecisions provides many frameworks and models to help marketers enable sales so they can work together to improve productivity. You can learn a bit more about their ideas on their blog.
In addition to overall business models, software tools in the marketplace are now more sophisticated than ever, providing complex rule and workflow capabilities to help support this alignment. This is where CallidusCloud comes into play with a suite of sales productivity and enablement tools to help facilitate the “lead to money” process.
We’re excited to jump in and lead the way in aligning our teams and working toward an uncomplicated lead to money revenue generating machine!