Breaking down silos between sales, marketing, and customer success
Are you a salesperson annoyed with marketing for not delivering enough quality leads or a customer success agent who's frustrated trying to get those same customers to renew? If so, it might be time to take a step back and look at what could be causing the disconnect between teams. In this chapter, In this section, we will discuss the importance of sales, marketing, and customer success alignment. Through better communication and understanding of each other's roles from start to finish in the customer journey, your teams can level up their performance while helping potential customers navigate through your products more efficiently. So let's get started!
Hey! We will mention the term "technology stack" from time to time. If you haven't heard of it yet, we invite you to read this thread's first article. You'll find some very interesting and useful information!
Let's start with this fact: All departments in a company complement each other. While sales and marketing alignment is important for driving revenue growth, customer success alignment is equally important for ensuring customers are satisfied with their experience and likely to become loyal, repeat customers.
Why is Sales, Marketing, and Customer Success alignment important?
When silos between sales, marketing, and customer success are broken down, something magical happens: customers become the center of focus for all departments.
Customers no longer feel like a secondary priority for these teams - their needs are humanized and understood throughout the organization. It's not just sales managers or marketers deciding how to optimize customer success - it's now everyone's job! With shared data points across silos, marketers can ensure their retention strategies match sales ambitions and customer success values.
Breaking silos down helps unify the customer experience for everyone involved. But, hey... why is this important? Here are five clear reasons why:
1. Improved Customer Experience:
When sales, marketing, and customer success teams work together, they can create a seamless customer experience that addresses the customer's pain points and needs at every touchpoint in the customer journey. Customers who feel as though they have been heard are content.
2. Increased Revenue:
It's a no-brainer—when the customer is happy, your business reaps all sorts of rewards. These simple actions can create enormous growth potential for businesses, from repeat customers to free advertising in the form of referrals and positive reviews.
But as we know from experience, things sometimes go differently than planned! Misalignment between sales, marketing, and customer success teams can lead to confusion and disjointed experiences that could hurt engagement… not exactly what you'd want when it comes time for revenue achievement goals. Working together towards creating an enterprise focused on delivering great customer service pays off big time with enhanced loyalty – plus more bang for your buck come budget season!
Just consider the following:
• 91% of B2B companies use content marketing, but only 30% have a defined buyer journey that motivates their content strategy across sales, marketing, and success (Sarah McKinnon, 2019).
• 60% of B2B buyers said they get most of their information from sources other than sales reps because vendor-provided content is not targeted or relevant (Forrester, 2017).
• 77% of B2B buyers say their latest purchase was complex or difficult (Gartner,2017).
3. Deeper Customer Insights:
By working together, sales, marketing, and customer success teams can gain a deeper understanding of the customer's preferences and pain points. For what? Knowing your audiences and customers can able you to create better products, offer a better service, and marketing campaigns that resonate with the target audience.
Besides that, working together as a team can help to identify customer trends to anticipate their needs better, optimize product strategy, and stay ahead of the competition.
How to Achieve Sales, Marketing, and Customer Success Alignment?
Aligning marketing, customer success, and sales can be challenging. Each team has its own goals and objectives. Marketing is focused on generating leads and creating brand awareness, customer success is focused on delivering an outstanding customer experience, and sales is focused on closing deals and growing revenue. Although these teams are part of the same company, they may have different visions, processes, and strategies, making coordinating efforts difficult. Different timelines, resources, and capabilities can cause issues when creating a cohesive plan. Working together in a unified way is key to driving successful outcomes, but, we get you, it takes some effort to achieve.
Unlock your business's potential with these steps to align sales, marketing, and customer success:
1. Define Shared Goals:
When everyone's on the same page, success is bound to follow. So let's ensure your sales team, marketing whizzes, and customer superstars are all shooting for one common goal aligning with overall business objectives. What about a Service Level Agreement (SLA)? This handy document will help you ensure each department knows exactly what they need to do so everybody stays in sync toward those big goals. Go nuts or light – either way, just get out there and shoot for gold.
2. Regular Communication:
Keeping in touch is key! It's essential that sales, marketing, and customer success teams stay connected to ensure everyone stays up-to-date. Regular meetings make for an excellent opportunity to coordinate plans together as well - plus, having a dedicated set of communication protocols makes sure every team member knows what their customers need or are hoping to achieve. All this detailed collaboration between departments will help provide amazing experiences tailored around each customer!
3. Define a single style and tone of voice:
Sales, marketing, and customer success should use common language and terminology to avoid confusion and misunderstandings. How do you want employees to refer to products and services? Or what to call a certain work tool? To achieve this, you can create a shared glossary of terms so everyone can speak the same lingo. Also, you may need to use unified systems and train team members in standard procedures. A holistic solution might be the answer to your problems.
4. Collaborate on Customer Segmentation:
Unify your efforts and make sure each customer receives the perfect message by collaborating on customer segmentation. You can organize customers into groups based on size, industry, and location - whatever works best for your company and staff. Take it a step further to tailor your services even more precisely and create segments according to product/service purchased, purchase frequency, or length as a customer. Harnessing collaboration power will ensure everyone gets what they need.
5. Analyze and Optimize:
Sales, marketing, and customer success should regularly analyze the results of their campaigns and strategies to identify what works and what doesn't. This information can be used to optimize future campaigns and improve alignment between the teams. You can also gain valuable insights into what techniques are most effective. This will help ensure that future campaigns capitalize on successful initiatives while aligning all teams with one another. Ultimately this provides a better overall understanding of customers' needs, leading directly toward increased revenue and satisfaction!
Sales, marketing, and customer success teams don't have to be at odds. Organizations can realize numerous benefits with the right alignment strategy – from improved customer satisfaction and loyalty to increased revenue opportunities. To make this a reality for your business:
• Set shared goals.
• Establish consistent communication channels.
• Use clear terminology throughout divisions.
• Collaborate on segmentation approaches to drive personalization efforts and analyze and optimize campaigns across departments.
When all of these pieces come together harmoniously, you'll create an exceptional experience that elevates customers' expectations - while simultaneously driving lasting results!