Integrated Marketing communication Introduction
A company's sales and marketing teams often have a complex, sometimes contentious, relationship. On one hand, both sides realize that they need to work together in order to meet their demand and revenue goals. On the other hand, many sales and marketing teams barely speak to one another - never mind working together.
Highly aligned organizations achieved an average of 32% annual revenue growth - while less well-aligned companies reported an average 7% decline in revenue. Aberdeen
That's why sales and marketing alignment is such a hot topic today. Alignment involves many things: Shared goals, common milestones and metrics, well-oiled business processes, and smart technology investments.
But first and foremost, alignment is about one thing: communication. If sales and marketing can't learn how to work together as a single team, speak the same language, and exchange information freely, then all the technology in the world won't make a difference.
The benefits of alignment are clear: According to a 2011 Aberdeen Group study, highly aligned organizations achieved an average of 32% year-over-year revenue growth - while their less aligned competitors saw a 7% decrease in revenue. Yet according to another study from Forrester, just 8% of companies say they have tight alignment between sales and marketing.
This guide will help your sales and marketing teams achieve true alignment - and all the benefits that come with it. We'll walk you through seven foundational steps towards this goal, including evaluating your current sales and marketing processes; establishing common metrics, buyer profiles, and objectives; and more.
Step 1: Get Your Buyer Profiles On The Same Page
Prospect and buyer profiles can be a tricky business. Chances are, your sales and marketing teams each have an established view of their "ideal" prospects, and a lot of their daily activities reflect that vision.
Here's the problem: Marketing and sales teams often use radically different prospect profiles - and they may not even know it.
B2B organizations with tightly aligned sales and marketing operations achieved 24% faster three- year revenue growth, and 27% faster three-year profit growth. SiriusDecisions
The first step towards solving this problem is to get your sales and marketing leaders together to compare their prospect profiles, focusing on where they overlap and where they don't. At the same time, you should compare both sets of current profiles against what you know - based on intelligence gathered from your marketing automation, CRM and sales systems - about your best (and worst) customers. What traits really define a long-term or exceptionally profitable relationship? Which ones could be warning that some prospects might consistently present challenges?
Armed with this knowledge, you can proceed to build a single, mutually acceptable set of prospect profiles. In the process, you'll build an important bridge between your sales and marketing teams that will facilitate better communication and cooperation, and go a long way to resolving entrenched conflict.
Step 2: Develop An Integrated Messaging Strategy
Content is another area where your sales and marketing teams may not be on the same page (no pun intended!). Different groups may rely upon different - and often mutually exclusive - sets of content assets. Some of these assets may be quite valuable, but others might be outdated and in need of a refresh.
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Education:“I'm a Big 10 graduate. I earned a bachelor of arts degree in communications at Purdue University and a master of science degree in integrated marketing communications from the Medill School of Journalism at Northwestern University.”.
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He will receive his Master's of Science degree in Integrated Marketing Communications in May of 2015 from the University of Mississippi. He is currently working as a graduate assistant coach for offensive line at the University of Mississippi in Oxford.
The Bare Bones Introduction to Integrated Marketing Communication
Book (Rowman & Littlefield Publishers)