Sales & Marketing: Rethinking this critical relationship

It’s time to rethink demand generation by focusing on precision instead of volume. Start with sales and marketing resource allocation focused on the buyers’ journey to provide customers with more detailed information in the awareness and research phase and a streamlined sales process once they’re ready to buy. 

This model flies in the face of traditional ideas about sales and marketing spend, namely:

  • More marketing dollars resulted in more campaigns, resulting in more leads.
  • More reps meant more people available to chase deals.

While this may have achieved growth targets, it came with a relatively low win rate and a mindset of “grow at all costs.” Prioritizing precision over volume to pursue fewer, higher-quality leads optimizes resources so you can do more with less. 

The evolution should be iterative, not drastic, and structured like any other project: Define priorities, create a roadmap, and implement small changes to get there.

Over time, more resources should be invested in marketing and optimizing digital channels with fewer sales reps pursuing higher-quality leads. By determining where each customer is in their buying journey – from initial browsing to final purchase – brands can nurture relationships by creating awareness, educating potential customers, and only engaging sales resources when customers are ready to buy.

Keeping people top-of-mind as you allocate resources across sales and marketing is essential. That means both your customers – whose experience should be your North Star – and your team. That collaboration should start at the top with the CSO/CRO and CMO. A truly unified partnership at the leadership level will foster the collaboration necessary to succeed and scale in an evolving environment.

In that shared vision, marketing should no longer solely focus on pipeline generation, and sales should not solely focus on closing deals. Instead, this unified team should focus on moving prospective customers through their buying journey. Aligning teams and resources to the buying journey will increase precision, delivering a higher-quality pipeline with higher win rates and a lower cost of sales and marketing. It will also lead to raving customers. 

Aligning teams and resources to the buying journey will increase precision, delivering a higher-quality pipeline with higher win rates and a lower cost of sales and marketing.

Choose the Right Tools – And Use Them Effectively

As you set out to rethink sales and marketing, consider whether you’re making the best use of the technology at your disposal and where you might need to adopt new tools. Many SaaS companies expanded their sales and marketing tech stack during the pandemic without creating an integrated data architecture to support precise campaigns and sales tactics. That’s a missed opportunity. Implementing ad hoc solutions without a plan for making the best use of data will create bottlenecks instead of solving problems. 

To be successful, be precise with the right sales and marketing tactics that meet customers where they are in their buying cycle. Determining a customer’s point in the buying cycle requires sophisticated and continual data analysis of buyer behavior and the ability to adapt to changing trends quickly.

Your integrated data architecture should provide a clear understanding of account and contact interactions and touchpoints to tailor campaigns for prospects who match your Ideal Customer Profile (ICP). If your data architecture is not fully built out and consistently applied, the requirements for manual intervention will increase, leading to lost efficiency, higher costs, and missed opportunities to connect with your audience. 

Take a Holistic Approach

Precision demand generation requires integrating technology with people, processes, and data. The alignment should start at the top with enthusiastic buy-in from the CEO, CRO, CSO, and CMO. You’ll also need to build commitment to doing different at every level, with insights exposed through “how might we” discussions that can help you envision an ideal future state that’s aligned to your buyer’s journey. From there, you can build a clear roadmap to reach your future state, supported by foundational data architecture that’s integrated across all relevant systems.

Point B supports and facilitates these transformational outcomes, calling on concrete industry experience at every level to promote real change from within. While we offer change management and technical implementation expertise, the true change comes from our clients’ teams. We can help you show up as a superstar in your organization by building effective solutions that evolve and scale over time.



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