How 8 Brands Mastered Marketing and Sales Alignment

I’ve written about the importance of sales and marketing alignment before, but the point can’t be understated: businesses undeniably have better success when they align sales and marketing teams. Plus, having strong alignment between sales and marketing is mutually beneficial for both teams — in fact, sales and marketing alignment can help your company become 67% better at closing deals, and can help generate 209% more revenue from marketing. If you’re anything like me, however, it’s likely helpful to learn through example. Which is why we’ve reached out to eight brands to learn how they mastered marketing and sales alignment….

I like to think of marketing and sales as the leads in a buddy cop movie.  Sales is the grizzled veteran on the force who keeps reiterating that they’re “too old for this” whenever some zany misadventure gets started. And marketing is the hot-headed rookie with a chip on their shoulder looking to prove to everyone that they have what it takes to become the department’s first-ever bow-legged sergeant or something. There’s a lot of potential for a pretty compelling story if the two of them get along, but let’s imagine a movie where they don’t. In this film, the…

As a marketer, we typically ask ourselves the following question at least a dozen times a day: “Would our prospects and customers like this?” Ideally, you’ll use a mix of qualitative and quantitative data to arrive at the answer to that question. But one great place to know what your customers like (and love … and hate … ) is directly from the customers themselves. At HubSpot’s department-wide marketing team meetings, for instance, we often host customer panels. There’s good reason for this. As Senior Product Marketing Manager, Katriona Heaslip, notes, “A good marketing strategy should always incorporate the voice…

It’s easy to see marketing as a process specific to attracting and converting prospects — the practice of generating and capitalizing on potential customers’ interest. But once that potential has successfully been removed from the equation, and the prospect of winning a prospect’s business is no longer prospective, are you supposed to stop marketing to them altogether? Absolutely not. Your current customer base is a perfectly lucrative wellspring of new and sustained business opportunities that you should constantly be tapping into. That’s where the concept of customer marketing comes in — a school of marketing that allows you to get…

Marketing isn’t just about campaigns, content, and creativity. There’s a whole lot of “getting things done” that needs to happen behind the scenes for campaigns to roll out on time and performance to scale. This is where marketing operations comes in. Also called marketing ops or MOps, marketing operations is how a marketing team is run. It’s the processes, technology, data, and people that power a marketing strategy. Of these key pillars of marketing operations, data sounds like the most abstract one. But getting the data right in your marketing ops is crucial. How do you do this? By cleaning,…

One of my favorite movies is “School of Rock,” which also happens to be one of 2003’s best films. In the movie, Jack Black poses as a substitute teacher at a private school, and, after noticing the students are musically talented, he turns the 10-year-olds into a fully-fledged rock band. When assigning roles to the students, such as “lead singer,” “lead guitarist,” and “keyboardist,” he approaches the class president and deems her band manager because she had the organization skills needed to help the band run smoothly. “Summer,” he says, “You’re in charge of the whole thing.” I think of…