Businesses globally are starting to realise the importance of aligning their sales and marketing teams. But how exactly can companies make sure that their alignment efforts are working? Traditionally, metrics used to measure marketing effectiveness and sales performance have differed and have been treated separately, but this can lead to crossed wires between both departments. So, is there a better way? Here are four different considerations when monitoring the results reaped by sales and marketing…

Today’s B2B buyers have a myriad of touchpoints to jump between and can engage and purchase at any given juncture. This means that the traditional 4-step sales funnel is no longer viable, and the sales cycle is unpredictable and getting shorter. We’re also entering a new landscape where prospective buyers expect more from sales representatives when they eventually interact with them. It is therefore increasingly important for sales and marketing teams to work together to develop strategies that cater to a non-linear journey and optimise the entire buyer experience.

“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” – John Wanamaker

With a recent survey revealing that marketers believe they waste over one quarter of their budget on ineffective strategies and channels each year, it’s clear that there’s a real need within the industry for a solution that delivers both results and return on investment – and this is where account based marketing comes in.

Traditionally, the focus of marketing teams has been to generate leads for sales, which were then qualified and turned into revenue by sales representatives. However, these days buyers are digitally driven, socially connected and completely in control, and our omni-channel, multi-touchpoint world has turned the traditional sales funnel on its head.