Comments on: Aligning Sales and Marketing http://onproductmanagement.net/2009/01/07/aligning-sales-and-marketing/ Wed, 23 May 2012 06:12:20 +0000 hourly 1 http://wordpress.org/?v=3.1.2 By: Roark Pollockhttp://onproductmanagement.net/2009/01/07/aligning-sales-and-marketing/comment-page-1/#comment-8618 Roark Pollock Tue, 31 Aug 2010 16:07:56 +0000 http://onproductmanagement.net/?p=1266#comment-8618 Just found your site and this article. One of my passions is driving alignment between Product Management, Marketing and Sales. The biggest key in aligning these groups is to begin with a strategic, tops down set of measurements for each group that are in and of themselves aligned. If the objectives in place to measure the performance of these groups are not aligned, then no amount of tactical actions like those you describe will be successful. True alignment must start with aligned Financial, Operational, and Activity-Based Measurements for each functional group. Just found your site and this article. One of my passions is driving alignment between Product Management, Marketing and Sales. The biggest key in aligning these groups is to begin with a strategic, tops down set of measurements for each group that are in and of themselves aligned. If the objectives in place to measure the performance of these groups are not aligned, then no amount of tactical actions like those you describe will be successful. True alignment must start with aligned Financial, Operational, and Activity-Based Measurements for each functional group.

]]> By: What Makes A Good Product Manager? | Product Management Meets Pop Culturehttp://onproductmanagement.net/2009/01/07/aligning-sales-and-marketing/comment-page-1/#comment-3218 What Makes A Good Product Manager? | Product Management Meets Pop Culture Tue, 13 Jan 2009 09:21:03 +0000 http://onproductmanagement.net/?p=1266#comment-3218 [...] product managers understand that this same approach works internally, as well, to align sales and marketing and make great [...] [...] product managers understand that this same approach works internally, as well, to align sales and marketing and make great [...]

]]> By: Fred Yeehttp://onproductmanagement.net/2009/01/07/aligning-sales-and-marketing/comment-page-1/#comment-3217 Fred Yee Thu, 08 Jan 2009 22:57:57 +0000 http://onproductmanagement.net/?p=1266#comment-3217 Excellent post. And common sense but not used near enough. For what seems to be centuries, sales and marketing have not aligned well, even when reporting to the same VP. But those that do in my opinion, always seem to very successful (and relaxed, and happier etc.)I would also suggest though, that a tool like our, http://www.activeconversion.com, makes it much easier to align marketing with sales. I'm sure this blog is familiar with these types of tools as one of you used to work for Eloqua.Much of the reason for lack of alignment is that it takes too much time to manage. Scoring, nurturing and routing leads to the right sales person at the right time is very difficult to do. But once it works, sales is very happy with marketing, marketing gets to take credit with management.Sales is not happy or doesn't use much collateral because it cares about closing business, not the latest case study. They don't care that the case study took 100 hours to produce and get approval for. Give sales what they want (ongoing qualified leads) and less paper, and you'll have better alignment. Excellent post. And common sense but not used near enough. For what seems to be centuries, sales and marketing have not aligned well, even when reporting to the same VP. But those that do in my opinion, always seem to very successful (and relaxed, and happier etc.)

I would also suggest though, that a tool like our, http://www.activeconversion.com, makes it much easier to align marketing with sales. I’m sure this blog is familiar with these types of tools as one of you used to work for Eloqua.

Much of the reason for lack of alignment is that it takes too much time to manage. Scoring, nurturing and routing leads to the right sales person at the right time is very difficult to do. But once it works, sales is very happy with marketing, marketing gets to take credit with management.

Sales is not happy or doesn’t use much collateral because it cares about closing business, not the latest case study. They don’t care that the case study took 100 hours to produce and get approval for. Give sales what they want (ongoing qualified leads) and less paper, and you’ll have better alignment.

]]> By: Greg Glocknerhttp://onproductmanagement.net/2009/01/07/aligning-sales-and-marketing/comment-page-1/#comment-3219 Greg Glockner Wed, 07 Jan 2009 18:10:56 +0000 http://onproductmanagement.net/?p=1266#comment-3219 These are great suggestions! I would add two things. First, there needs to be full buy-in from the executives in charge of sales and marketing. They need to agree to these guidelines and ensure their teams cooperate. Second, there needs to be incentives to cooperate. For example, I think that sales should get bonuses based on getting customer references. Conversely, if you want to put marketing people onto sales deals, then they should be entitled to commissions. And what about companies that have a third team that is responsible for account management for existing customers? They need to be part of this process, too. These are great suggestions! I would add two things. First, there needs to be full buy-in from the executives in charge of sales and marketing. They need to agree to these guidelines and ensure their teams cooperate. Second, there needs to be incentives to cooperate. For example, I think that sales should get bonuses based on getting customer references. Conversely, if you want to put marketing people onto sales deals, then they should be entitled to commissions. And what about companies that have a third team that is responsible for account management for existing customers? They need to be part of this process, too.

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