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The importance of sales and marketing alignment

Today’s sales and marketing teams are operating in the age of the customer. In order to be successful, these teams must focus their strategies and actions on the buyers’ problems and opportunities. This means that instead of focusing sales conversations and marketing content on product features and company glory, the focus must be on the buyers’ situation and how we can help them solve their problems or make the most of an opportunity.

The benefits of sales and marketing alignment

Organizations that have made sales and marketing team alignment are able to realize measurable business value including:

• increased sales and marketing efficiencies
• more content usage
• faster deal progression, and
• greater pipeline

But perhaps two of the most important benefits for go-to market teams is having shared goals and a shared vision of
how to achieve them.

The shift in focus from product-centric to customer-centric reveals another shift that must occur in order for today’s businesses to remain competitive: a shift in the sales-marketing dynamic. The traditional independent and siloed operations of sales and marketing teams simply don’t cut it anymore.

Sales and marketing must work together to provide the buyer with high quality, relevant, valuable content in conversations for just a shot at winning the deal.

With the very nature of sales changing, it is even harder to keep marketing and sales aligned—but also more important.

Marketing and sales alignment helps close deals faster. Focus on the buyer’s needs rather than your product’s highlights & win more sales. Read our best practices below.