Dialing in your marketing: The levers that impact results – marketing & sales alignment + sales processes

The Demand Gen Fix

In past episodes, we’ve been digging into the 12 levers that we believe need to be dialed in around your marketing efforts to optimize results. In this 6th and final episode of the multi-part series, we are wrapping up with the final two levers: marketing & sales alignment AND sales processes.
While the other levers are more directly owned by the marketing team, these last two go beyond the marketing team to encompass our friends on the sales team as well. You might be thinking these don’t belong on the list, but we felt we couldn’t skip talking about these last two levers, because quite frankly, if you don’t dial these in as well, your organization won’t be optimized for maximum success on the marketing front.
(00:00:25) Overview of the 12 marketing levers you need to dial in to optimize marketing performance
(00:01:02) The significance of marketing and sales alignment for organizational success
(00:02:39) Common misalignment issues and the red flags
(00:05:30) Conflict between Marketing's lead generation goals and Sales' quality concerns
(00:07:56) Leadership's expectations for marketing to drive sales and the implications
(00:09:01) You need higher converting leads for sales success
(00:12:23) Getting Sales leadership buy-in
(00:15:04) Clearly defining the roles of sales and marketing for better alignment
(00:17:27) Governance over sales tools created by sales reps and creating a process
(00:20:33) Analyzing win-loss trends to identify opportunities to improve sales and marketing tools
(00:22:27) Supporting sales processes through content and collateral

The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.