Observed Signal · Apr 4, 2023 · Other · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Strategies for Marketing and Sales Alignment
This editorial discusses how marketing and sales teams can achieve better alignment to drive revenue growth. It cites Gartner's advice for CSOs and CMOs to view alignment as ongoing collaboration on revenue-generating activities. KPMG's Lyndie Dragomir emphasizes the importance of a shared understanding of the customer journey and data-driven decisions. Carty Media CEO Ashley Carty recommends using a common technology stack, such as shared CRM, marketing automation, and analytics tools, to unify customer interaction data. TreviPay CMO Allen Bonde highlights the need for focusing on shared goals and using a shared dashboard to monitor progress. The article also references a Forrester survey indicating that organizations with high alignment across customer-facing functions experience 2.4 times higher revenue growth and 2 times higher profitability growth than those without alignment. Overall, the piece advocates for communication, common technology, and shared objectives as key strategies for sales and marketing alignment.
Relevant to MarTech as it discusses alignment strategies and common technology, but it is a general editorial without breaking news or major industry impact.
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Key Takeaways & Evidence Grounding
- Gartner recommends CSOs and CMOs view alignment as ongoing collaboration on revenue-generating activities.
- KPMG's Lyndie Dragomir suggests mapping the customer journey to identify touchpoints for sales and marketing collaboration.
- Carty Media CEO Ashley Carty advises using a common technology stack, including shared CRM and marketing automation platforms.
- TreviPay CMO Allen Bonde emphasizes shared goals and a shared dashboard for monitoring progress.
- A Forrester survey reports organizations with high alignment see 2.4x higher revenue growth and 2x higher profitability growth.
Connected Companies & Entities
3 Entities mapped“Jeffrey L. Cohen, Gartner director analyst in the research firm’s marketing practice, discusses the issue in a research note....”
“Lyndie Dragomir, KPMG senior head of global sector marketing and communications....”
“According to a Forrester survey....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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