We've spent a lot of time the past two years focusing on the marketing side of inbound — specifically, implementing strategies to attract visitors that convert into leads. We've been pretty successful, but it hasn't always impacted the bottom line for companies the way we think it should.
One of the primary reasons is the lack of a clear alignment between marketing and sales teams.
In today's marketplace, buyers complete more than 70% of the buying decision before sales ever sees them. If you've been doing a good job at inbound marketing, then your prospects already have a ton of information about your company before ever speaking to a salesperson.
If sales and marketing are not aligned, then it is likely that one of two things is occurring:
- Leads are not followed up on because they are either not being nurtured by marketing, or sales doesn't have time to figure out which leads are good. It's a legitimate concern, but it's not an acceptable situation.
- Sales sends mixed messages to a prospect during the initial contact because they don't understand the marketing messaging.