Get your marketing team more involved in the sales process

[Shakhawat]

Another great way to create marketing and sales alignment is to get your marketing team more involved in the sales process. One way you can do this is by having your marketing team hop in on sales calls. This practice is both beneficial for the marketer, who gets to contribute to closing a customer, and for the sales team, as it allows them to leverage someone who is more knowledgeable on a particular topic.

Track your marketing efforts based on contribution to revenue
If you aren't already tracking your marketing efforts based on band database contribution to revenue, it's time to start. Marketers need to understand the full scope of the funnel. If you simply track marketers based on the number of leads they generate, they will be satisfied with just producing leads for their sales team. This is not the mindset you want your marketing team to have. If marketers are hyper-focused on lead generation efforts, quality will be sacrificed for quantity, creating a greater disconnect between your marketing and sales teams.

Make sure your lead enrichment process is up to par
Lead enrichment is often overlooked in the sales process, but it's extremely important in successfully aligning your marketing and sales teams. At New Breed, we leverage a tool called that allows us to look into company profiles and access their fit. We then transfer that information into our HubSpot portal, so we can segment our customer base and nurture them according to their different attributes.

There are plenty of tools out there that can help you with your lead enrichment process. LinkedIn Sales Navigator, Data.com and Ring.io are some other good options to discover and track your target profiles. Making sure to stay up to date with your lead enrichment process will help provide both your marketing and sales team context on the lead's history and where they are in the buyer's journey.