How to use marketing intent data to 5x the results of your sales team

The separation between marketing and sales teams is often the difference between scaling effectively and stagnating. While it might seem like these departments are on the same page, in many cases, they’re working in silos. If your SaaS company isn’t seeing the growth you expect, it could be due to a lack of alignment between these two crucial departments. Here’s why this happens and how you can get them to work together for better results.

The importance of sales and marketing alignment

When your sales and marketing teams aren’t aligned, efforts are duplicated or, worse, misdirected. Sales teams can be reaching out to prospects who aren’t ready to buy, while marketing might be focusing on generating leads that aren’t high quality. This misalignment leads to inefficiency and missed opportunities. It’s a problem that not only impacts your sales but can also diminish the overall experience your prospects have with your brand.

The common pitfalls of sales and marketing disconnection

1. Different goals and metrics
   Often, sales teams are incentivised by immediate conversions – demos, trials, or meetings. Marketing teams, on the other hand, are measured on lead generation and brand awareness. Without a unified goal, both teams may end up working on activities that don’t directly support each other.
2. Lack of communication
   Regular conversations are essential between sales and marketing. If sales teams aren’t relaying the right feedback – like objections they encounter or common customer pain points – marketing can’t adjust the messaging to support these needs. In some cases, sales teams may not even be aware of the latest marketing assets that could help them close deals.
3. Inconsistent messaging
   Without alignment, sales and marketing end up speaking to prospects in different tones or using different terminologies. This inconsistency confuses prospects and weakens the brand’s credibility.

Steps to align sales and marketing for better results

Achieving alignment between sales and marketing isn’t an overnight task, but it’s essential for success. Below are practical steps to help you get both teams on the same page and moving towards a shared vision.

Step 1: Foster open communication channels

The first step is to ensure that your sales and marketing teams are constantly communicating. Regular meetings between the two teams can go a long way in building rapport and understanding each other’s challenges. These meetings should focus on:

• Sharing insights: Sales teams can provide real-time feedback on what prospects are saying, helping marketing teams adjust campaigns.
• Aligning on the target audience: Both teams need to have a clear understanding of the ideal customer profile (ICP) and the messaging that resonates with them.

Step 2: Use data and insights to inform decisions

When sales and marketing teams have access to the same data, they can make more informed decisions. Implement systems that allow both teams to track and measure the same metrics. Tools like CRM systems, lead scoring models, and marketing automation platforms can help centralise data and keep everyone in sync.

Step 3: Develop shared goals and KPIs

Align sales and marketing around shared goals. For example, both teams could be jointly responsible for the number of demos or product trials scheduled, or the conversion rate from leads to customers. Having common KPIs ensures that everyone is working towards the same outcome and gives both teams a reason to support each other.

Step 4: Implement account-based marketing (ABM)

ABM is a strategy where marketing works closely with sales to target high-value accounts. Marketing creates content and ads specifically tailored to these accounts, while sales follows up with highly personalised outreach. This method can significantly increase conversion rates by ensuring that prospects are engaged with relevant and timely content throughout their buying journey.

Step 5: Empower sales with effective marketing assets

Marketing teams should provide sales with the tools they need to engage prospects effectively. This includes case studies, infographics, eBooks, and content like blog posts or white papers. Having these assets readily available allows sales to nurture leads with helpful, value-driven content rather than just focusing on closing the sale immediately.

Why content works

Salespeople who use content in their outreach see significantly higher success rates. One example is using PDF case studies. While a link to a case study may not be effective, a well-designed PDF can be easily shared, saved for future reference, and even printed during meetings. This tangible asset helps build credibility and trust with prospects.

Moreover, eBooks and webinars can serve as lead magnets, drawing prospects into the funnel by offering valuable insights. These resources not only showcase your expertise but also help engage prospects who are not yet ready to commit to a demo. Instead of pushing for a sale right away, the focus is on offering value at each stage of the funnel.

Overcoming objections with content

Sales teams often face resistance from prospects, whether it’s a lack of understanding about the product or doubts about its value. Marketing can help by creating content that addresses these concerns before the sales team even has to bring them up.

For example, if your sales team regularly encounters prospects questioning the ROI of your product, marketing can create an ROI calculator or a customer success story that clearly demonstrates the value your product provides.

The role of leadership in alignment

At the heart of aligning sales and marketing is leadership. Founders and senior leadership teams should be actively involved in guiding this alignment process. By regularly engaging with both teams, they can set expectations, provide necessary resources, and create a unified company culture where sales and marketing are no longer seen as separate entities but as integral parts of the same growth engine.

Conclusion

Sales and marketing alignment is crucial for SaaS companies looking to scale effectively. By fostering communication, sharing data, and creating valuable content for both teams, you can increase the likelihood of closing deals and driving revenue growth. With a strategic focus on collaborative goals, your SaaS company can break through the barriers holding it back and reach new levels of success.

To implement these strategies successfully, remember that alignment is an ongoing process. Regular check-ins, constant feedback loops, and shared learnings are key to keeping your teams on track and driving sustainable growth.

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By Ryan James

Founder of Rocket SaaS