Question: How do we align sales and marketing to common goals?
A younger colleague approached us with that big question: “what is up with the sales and marketing teams?” He was referring to the never-ending independence and controlled silos between these two departments in the same company that do not meet eye-to-eye. Sound familiar? It's not rare, unfortunately. Even with the same end goal, it's not unusual for an organization's sales team and marketing team align.
We have witnessed transformation to bring the two together successfully driven by shared goals, KPIs, bonus structures and leadership visionary that promotes within the message with the same language and magnitude. It may also need to take stages and steps with closed loop feedback. Technology is the key to lock the two succinct groups together as well. Tools like Microsoft Dynamics, Salesforce and automation marketing tools can be built to enhance the relationship. The alignment will drive better corporate performance.
We have observed recently that many companies are eliminating the Chief Marketing role. They are reviewing the critical role as less than an important one perhaps and replace it with titles like: Chief Growth Officers, Chief Revenue Officers, Chief Customer Officers. Perhaps marketing has lost its veneer or patina in its importance to the organization. Instead, the functionality is splintering into directions outside of marketing. As Raja Rajamannar, Chief Marketing & Communications Officer and President for Mastercard has pointed out, 'It is of great concern that these corporate maneuvers "reflects a crisis of confidence and leading to an existential threat to the function."