Learn how process automation and other techniques address the popular analogy: “Marketing is from Venus, and Sales is from Mars”

One of the most pressing issues for marketing and sales executives is how to align their Marketing and Sales departments.  Winning companies are experiencing top line revenue growth and faster sales velocity within their pipelines – deals are closing faster. According to a 2011 research study by the Aberdeen Group, “best-in-class” companies exhibiting Marketing and Sales alignment showed an astounding  31.6% average year-over-year annual revenue growth versus a 6.7% average decrease in revenues for “laggard” organizations.  Top companies display a number of key attributes: process and message alignment, common lead definitions, marketing-to-sales cycle unity, and shared Key Performance Indicators (KPIs).

For the vast majority of companies there is a long-standing departmental disconnect commonly described as: “Marketing is from Venus, and Sales is from Mars.” What are the reasons for this? For one, Marketing sees the world with broader brush strokes, generally at the market segment level. Sales want to focus on the individual customer value proposition.  Branding and awareness building campaigns are customary functions for Marketers and have longer time horizons, compared to the short-term quarterly quotas of Sales. Continue reading →