Marketing teams are not making the most of their relationship with sales. The sales team is a critical driver of revenue growth — and a key channel for marketing messaging. In order for marketing teams to realize the full potential of their sales team, they must have strong alignment. Yet, most leaders are not doing this effectively (Revenue Marketing Alliance). So how can marketing teams better align with their sales teams to collaborate effectively and drive revenue impact?
To explore this topic, Showpad CEO Hendrik Isebaert sat down with Hamilton Mann, Group VP, Digital Marketing and Digital Transformation at Thales Group, a global leader in aerospace, defense, and security solutions.
Mann shared his best practices for creating stronger alignment to shape digital transformation and drive revenue growth. Watch the full video to discover Mann’s insights, including the top four takeaways:
- Marketing and sales aren’t speaking a common language. Sales has their own vocabulary and metrics. Marketing has their own vocabulary and metrics. This inherently keeps silos between the teams alive. Sales and marketing teams must create shared definitions and goals, as well as act on the same data to bridge this gap.
- Cross-functional transformation reinforces alignment. Effective transformation underscores the collaboration between sales and marketing. This requires four key activities: development of enablement content across the sales cycle, managing sales readiness, acting on shared data, and delivering customer value.
- Differentiated content is the signal in a sea of AI noise. The rise of AI has led to a flood of content that all looks and sounds the same. Content has been standardized and homogenized. The challenge for marketing leaders is finding a way to take advantage of AI, while still creating differentiated, standout content.
- Authenticity is the marketing word of the year. Marketing teams will need to play an even greater role in developing the content and knowledge to help sellers deliver a genuine value proposition that buyers haven’t already seen before.
Are you ready to realize the full potential of aligning your sales and marketing teams? Learn more about the challenges blocking your marketing team from alignment — and what you can do about it.
And if you want to hear more from Hamilton Mann, you can follow him on LinkedIn or listen to his podcast, The Hamilton Mann Conversation.
