If you’re not seeing a return on marketing investments, it might be time to better align your sales and marketing teams. The evolving buyer journey and technology have blurred the lines between sales and marketing, and failure to adjust is often why marketing ROI falls short.
Joe Cahill, a seasoned leader in marketing, proposes five strategies to connect sales and marketing more deeply.
- Role in Lead Generation
Lead generation is often contentious. Sales wants high-quality, purchase-ready leads, while marketing focuses on quantity. But who owns revenue? Sales must guide marketing on the ideal customer profile, creating a feedback loop. Marketing’s role is to generate qualified leads, measure engagement, and refine buyer readiness. Both teams must acknowledge their interdependence. - Alignment of Language and Content
Marketing and sales need to agree on the language and definitions used in the buyer’s journey. Clearly defining what makes a Marketing Qualified Lead (MQL), Sales Qualified Lead (SQL), or Sales Accepted Lead (SAL) avoids confusion. Misalignment can lead to a breakdown in the lead handoff process. - Measuring Lead Quality
Lead quality should be measured at the point of handoff between marketing and sales. Identifying factors like buyer behavior and company size helps define quality. Agreeing on KPIs for lead quality is crucial, and both teams must track these indicators, focusing on prospects who demonstrate clear interest. - Interaction and Feedback Loops
Monitoring engagement is vital to knowing when a lead is ready for sales. Whether it’s web visits, content consumption, or cross-department interactions, consistent engagement signals readiness for further action. Feedback loops between teams ensure continuous learning and adjustment. Content performance and value proposition resonance should be evaluated throughout the sales cycle and post-purchase. - Continuous Learning
For marketing to truly drive revenue, ongoing collaboration between marketing and sales is key. Maintaining open feedback loops, tracking relevant data, and focusing on the customer journey will align these teams better. When executed well, the blurred lines between sales and marketing become an advantage, not an obstacle.