Sales and marketing alignment: Are your ducks in a row?

By now you’ve put together your 2020 IT budget, prioritized your infrastructure needs for this year, and assembled your technology roadmap. But ask yourself one important question: Are your CRM tools aligned with your marketing automation and sales processes?

Sales and marketing: 1 + 1 = 3

Customer relationship management (CRM) software is a great sales tool for identifying new prospects, tracking leads in real time and gaining customer insights. But CRM alone isn’t a silver bullet. Marketing – equally important to your sales success – is often left out of the equation. Siloed sales and marketing teams open up a dangerous gulf between what your customers want and what your company is communicating to them. Naturally, this affects the bottom line.
“Misalignment is costing businesses more than a trillion dollars per year… In fact, sales and marketing misalignment is the number one reason why an organization’s annual revenue stagnates, or worse, declines.”
One of the most effective ways you can bring your sales and marketing teams together is to make sure your CRM and marketing automation tools are in sync. Here are a few simple steps to make that happen.

Step 1: Start with the right CRM

The potential rewards of implementing the right CRM are huge—as are the risks that come with the wrong platform. benefits of having good crm CRM tools are not one-size-fits-all. For instance, platforms like Nimble are geared toward the unique needs of small businesses, whereas Microsoft Dynamics 365 for Sales or Salesforce are better suited for medium-sized to enterprise companies. Enlist an expert who can help you choose the CRM software that’s right for you before seeking ways to integrate it with your marketing automation.

Step 2: Two tools are better than one

Next, make sure your CRM and marketing automation solutions work together so your sales and marketing teams are working with the same information. According to, keeping sales and marketing on the same page via integrated platforms can provide a huge leg up when it comes to:
  • Automating the lead qualification process
  • Implementing a lead scoring mechanism
  • Sending automated task notifications
  • Tracking lead behaviors to provide sales with more insight into [customers’] interests and buying preferences
  • Running automated multichannel campaigns to generate more leads for sales
This is where a trusted IT expert can help take the guesswork out of the process.

Step 3: Stick to the message

Maintaining consistent messaging is the third step to achieving harmony between your sales and marketing teams. Business 2 Community contributor Mark Magnacca writes: “It’s important to make sure sales messages are consistent so customers clearly understand why what you’re selling is better. Sending inconsistent messages to the market makes it twice as hard to cut through the noise and get your point across.” Want to close the gap between marketing copy and sales pitches? Start by aligning your CRM and marketing automation solutions for seamless collaboration and data sharing.

New year, fresh start

Now that we’re a few weeks into the new year, perhaps your resolutions to spend less and exercise have gone by the wayside. But there’s still time to add to your list: Choosing the appropriate CRM tool for your business, align your CRM system to today’s sales processes, integrating it with your marketing automation system and delivering consistent messages about your product across a variety of channels. Your business will be able to keep the momentum going through 2020 and beyond. Contact INNOVA Consulting for a free consultation or assessment and to learn how we can help ensure your business’s sales and marketing tools are aligned.

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