Sales Engagement

Chapter 9How to Align Modern Sales, Success, and Marketing with Sales Engagement

Sales, Marketing, and Customer Success alignment is a crucial element of any functional Sales Engagement strategy. Without it, the three orgs that make up your revenue team are essentially lost. They’re on different pages. They must share feedback from the front lines, from customers, and share what messaging is resonating. This is the only way for a revenue organization to be fully prepared to sell and market in the modern era of fast-paced revenue generation.

Jen Spencer talked about developing personas with marketing to master your outreach in Chapter 3. Julianne Thompson told us how important it was to speak to your customers and understand why they bought and how the solution is helping them in Chapter 8. Now it’s time to take modern revenue alignment to the next level, starting with Sales and Marketing alignment first.

All good revenue teams have the same things in common. They’re aligned on many of these key elements.

13 Elements of a Successful Cross-org Alignment Strategy

• Kill the MQL. Teams need mutually agreed upon metrics to track success.
• Agree on a reliable attribution model. Metrics are all well and good but not if you can’t track the source they’re coming from. Attribution is key.
• Possess an integrated tech stack. CRM, Marketing Automation, and Sales Engagement is a common starting point, but then add other tech layers as needed and ensure the whole ecosystem seamlessly integrates. ...