The Sales & Marketing Alignment Solution: Innovation!
Sales & Marketing Alignment has always been the thorn in B2B companies’ sides. But today, Rich Eldh, Managing Director and Co-Founder of SiriusDecisions, encouraged approximately 1,000 attendees at the SiriusDecisions Summit today in Scottsdale, Ariz. to think about the paradigm differently.
“The focus on sales and marketing alignment has not been over discussed or over-valued,” Eldh said. “We’ve recognized it’s a mandate to continue down this journey.”
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Marketers and salespeople need to work collaboratively to drive success, and similar to a symphony orchestra, Eldh said, everybody has a role and responsibility.
Marketers and sales people strive for attention from buyers to promote revenue growth. Today’s buyers are educated and empowered, and the old-school touches and tactics simply don’t make the cut. But if sales & marketing organizations are tightly integrated, that impacts revenue health positively.
“The question isn’t whether you need to align sales & marketing efforts, it’s what are the results you’re going to get!” Eldh said.
Even more telling, SiriusDecisions has found that organizations that do effectively align their sales & marketing strategies realize a 5.3x revenue growth and 6.2x profitability growth.
“Sales and marketing integration and alignment is in fact innovative because it’s enabling us to improve upon our process and communication as we grow our companies.”
Stay tuned for more Summit takeaways from the DemandGen Report blog!
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