Why Marketing and Sales Must Work Together

Introduction

One of the biggest growth barriers in sales is misalignment between marketing and sales.

Marketing generates leads. Sales says the leads are poor quality - Revenue suffers.

The Real Issue

The problem is usually not effort.

It is lack of alignment around:

• ICPs

• Customer journeys

• Qualification

• Messaging

• Buying stages

• Data visibility

What High-Performing Companies Do

Successful businesses align:

• Marketing activity

• Sales engagement

• Customer success

around the customer journey.

The Customer Compass

Salespuzzle uses a customer journey framework that maps the customers buying journey against the sales cycle. So rather than looking through the lense of sales - Lead, Discovery, Qualify, Proposal, Negotiation and Close it focuses on the customers stages -

• Problem

• Research

• Engage

• Assess

• Validate

• Decision

• Implement

• Review

This helps organisations align their activity to buyer behaviour.

Final Thoughts

The businesses that grow fastest are usually the ones where marketing and sales operate as one revenue engine.