How to Align Marketing and Sales with CRM for Lead Generation and Business Growth


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Did you know that aligning your marketing and sales teams can help to dramatically improve your brand’s performance resulting in rapid business growth?

Even though marketing and sales reps mostly do not agree on this, nevertheless when these two teams work towards a unified goal for generating more leads, businesses typically see a 30 percent and even higher volume of sales wins.

Alignments between branches in an organization can happen in several forms but ultimately your marketing and sales departments should have a common goal around lead management, nurturing and generation of new leads, and there is no better way to do this than by implementing a CRM software be it Salesforce or any other Salesforce Alternative CRM platforms mostly used by startups and small businesses.

Now not only to hit these goals but even to exceed them, here are a few sure-fire ways you can better align marketing and sales team in your business through an easy to use CRM software for consistent business growth:

1. Build a Strategy Collectively

It is a known fact that marketing and sales do not always see eye-to-eye as they both assume that they have different goals.
For example, while marketing has a much broader agenda of introducing new offering(s), focusing on new or growing markets, retaining existing customers and generate qualified prospective leads, sales teams, on the other hand, are just meant to focus on working around their sales pipelines for winning deals in this ever-growing competitive marketplace.

Hence, in order to ensure that both these teams are on the same page when it comes to generating leads, or distributing, qualifying and converting them; we as one of the best vendors of small business CRM software highly recommend implementing an SLA (Service Level Agreement) to make marketing and sales view a common objective for revenue growth.

While SLA has been traditionally used for customer-facing purposes, as it is essentially a contract that illustrates the terms and conditions of which one party has agreed to cater to another, but it can also play a bigger role across departments in a company.

In fact, in a study on this commitment known as SLA, it has been found that companies with an active SLA process between sales and marketing are more likely to experience greater than 34 percent rise in their ROI year-over-year.

A Service Level Agreement between marketing and sales would highlight each team’s agreed-upon commitments to one another, which not only allows marketing and sales to hold each other accountable but even serves as a vital communication piece that educates each team of one another’s responsibilities, roles, work processes, and targets.

Hence when developing your SLA for marketing and sales, here is a list of important items to focus on:

• Precisely define your ideal client profile (buyer personas)
• Define your parameters for qualified, marketing qualified and sales qualified leads
• Assign transparent goals for the marketing and sales teams
• Predetermine how leads will be passed on between members of your sales teams
• Identify workflows for managing leads
• Set the KPIs that both marketing and sales will adhere to in order to measure the effectiveness, and progress of your demand generation processes
• Identify and confirm a period of time where your team leads will conduct a review of the SLA

Now, once you have implemented an SLA you should very fast see consistency as to how leads are being created and working in your easy to use CRM, which will also reflect how far your teams are running to active their unified goals.

2. Streamline communication between departments

Intercommunication between the departments is one of the greatest reasons for conflict between different teams in the workplace.
This is because, while more than 51 percent of markets are not satisfied with the level of interactions between the sales and marketing teams, more than 53 percent of sales reps are also not pleased with their marketing’s support.

Therefore, to resolve this conflict you need a business management tool like an easy to use CRM that helps in centralizing your data and make it easier for everyone in your business to access updated sales pipeline information and communication histories about customers and prospects in one place.
This is because successful marketing and sales teams often meet together to analyze their performance reports pulled directly from the CRM database.

These potential reports to build and share between marketing and sales teams could include:

• Top of the funnel reports: Total Leads, MQL, and SQL by months
• Middle of the funnel reports: Marketing generated opportunities by stages in the pipeline
• Bottom of the funnel report: Sales of your offering(s) by lead source

Now, if you are thinking how these above-stated points do streamline your sales and marketing department’s communications; it is by knowing when, what, or why a prospect was last talked to aids sales and marketing teams to work more efficiently.

Moreover, this also keeps your sales teams away from having overlapping outreaches with your prospects and customers and help marketers to start their conversations with prospects knowing where the previous conversation ended and therefore gauge what kind of contents might apply to where the prospects are in their buyer’s journey.

3. Improve the quality of the leads

While there are several ways you can improve the quality of your leads, implementing lead scoring for your marketing and sales teams is one of the most effective techniques once you are using an easy to use CRM software for your company.
Lead scoring can be pretty simple or fairly complex depending on how you want it to be.

Additionally most easy to use CRM also includes functionalities for optimizing lead distribution within your sales teams.

Therefore, once you use both these functionalities, your marketing teams will be able to better assess, vet, nurture and segment lead before they are passed on to your sales teams.

Now when it is time for building your lead scoring formula for marketing, your teams should access things like:

• Which contents the lead has viewed?
• What are the nurturing campaigns the lead has engaged with?
• What are the web-pages your lead has visited on your business website?
• Whether the leads fit the demography of your existing customers?
• Whether the lead or prospect has asked for more information or a demo of your offerings?

4. Escalate Your Personalized Outreach

It is extremely important to emphasize the value of personalization in all the communications that go out, both from your sales and marketing teams.

Easy to use CRM software permits your teams to see a 360-degree view of your leads, prospects, and customers which even consist of the customers and prospects purchase and support histories with your organization.

Now, there are certain fields in CRM software solutions like Salesforce or most other Salesforce Alternative CRM platforms (like lead source) which can help your sales teams to get much more personal with their follow-ups.
For example, if a lead came through a certain PPC campaign, it could benefit your sales reps to reply with personalized information to the prospects about that particular ad campaign.

Finally- Nurture Your Leads To The Sale

Especially in the B2B industry, closing a sale almost never happens on the very first touch. In fact, B2B buyer’s views anywhere in between 3 to 5 pieces of contents before they are ready to get engaged with any salesperson, and so it is important that marketing and sales teams must work together in closing the deals.

CRM is a platform that provides valuable information about leads, prospects, and customers stored in its CRM database which can be mapped into marketing automation functionality within the software to trigger personalized and better-targeted emails throughout the buyer’s journey with any brand that ultimately helps sale to close their deals more rapidly, and successful lead nurturing campaigns can be only done when marketing and sales have great communication between them, which helps in generating new leads and foster consistent revenue growth.


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