In B2B marketing, the ultimate goal is to grow revenue, which often requires working closely with sales teams. But, things don't always work out as planned, and friction between the two teams can be a common problem. In recent years, many companies have turned to strategic alignment as a solution to this problem.
What is Strategic Alignment?
Strategic alignment is the process of bringing a company's different departments, goals, and strategies together to achieve their overall business objectives. It involves aligning business processes, systems, technologies, and communication channels towards a common goal.
The Role of Strategic Alignment in B2B Marketing
B2B marketing and sales teams often face problems such as miscommunication, mismatched goals, and misaligned strategies. This can lead to friction that ultimately impacts the bottom line. To avoid these problems, strategic alignment can be used to bring the two teams closer. Strategic alignment in B2B marketing focuses on improving collaboration, communication, and shared goals between sales and marketing teams. The goal of strategic alignment is to ensure that all activities and initiatives are aligned to the company's overall strategy and objectives.
How Strategic Alignment Helps Cut Friction Between B2B Marketers and Sales in Technology
In the technology industry, B2B marketers are known to face several unique challenges. These include product complexity, long sales cycles, and multiple decision-makers. Strategic alignment can help solve some of these challenges by improving communication, processes, and strategies between the two teams.
Here are a few ways in which strategic alignment can help cut friction between B2B marketers and sales in technology:
- Common Language - Strategic alignment ensures that sales and marketing teams use the same language and terminology when referring to products and services, making it easier to communicate with each other and potential customers.
- Buyer Journey Mapping - Strategic alignment helps both teams to work together on a buyer journey map, allowing them to understand the customer's needs and the stages where marketing and sales can contribute most effectively, hence reducing friction.
- Shared Goals - Strategic alignment brings both teams together to work towards a common objective - driving revenue growth for the company.
- Data Sharing - Strategic alignment can help solve the problem of disconnection between sales and marketing data by utilising integrated technology platforms and analytics tools.
The Role of a Marketing Consultant in Strategic Alignment
Although strategic alignment is a goal that companies can achieve by themselves, working with a marketing consultant can be very beneficial in achieving that goal. An experienced marketing consultant can help companies identify gaps in their existing alignment strategy and provide support in areas such as strategy development, communication planning, and journey mapping, among others.
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