Blog

The 67% Goal — Sales and Marketing Stats You Should Know

Madison Taylor Marketing

Topics: Sales and Marketing Alignment

Here’s the important number right up front: businesses that prioritize sales and marketing alignment close sales 67 percent more effectively. Getting sales and marketing departments to work together isn’t a new problem, and it’s not always an easy one to solve. Marketers spend a lot of time and money to generate leads, then hand them off to the sales department. When the sales department can’t convert those leads, marketers might feel that their efforts are going to waste.

In turn, the sales team often feels resentful that they’re expected to convert leads that aren’t of good quality. They do the best with the leads they’re given, but they’re not miracle workers. And to bring the conundrum full circle, the sales team usually doesn’t have the means to tell marketers what kind of leads they’d prefer to receive, given what they know about which leads tend to be likeliest to convert.

The solution is communication — between leadership, between team members, and between both departments and executives. If marketers have clear expectations of the type of leads they need to generate and salespeople have clear expectations of what they’re supposed to do to pursue those leads, everything will run a lot more smoothly.

Not convinced? Here are a few more statistics about the benefits of proper sales-marketing alignment that should help you out.

50 Percent of Sales Time is Wasted

In this case, we’re defining “wasted time” as time spent on leads that aren’t likely to convert. Having your salespeople call or email leads who can’t benefit from your product is a waste of their salaries. It’s also a hit to morale — salespeople start to notice patterns, and they know that the lead is likely to be a dead-end before they make the call. They don’t want to waste their time any more than you do.

To avoid this waste, have your sales team and marketing team sit down together and establish a lead scoring system. Lead scoring simply assigns points for various characteristics of a lead — their job title, the size of their company, their location, their revenue, or anything else that’s relevant to your product. If the marketing team knows what the sales team is looking for, they’ll be able to target those people more accurately in their campaigns.

95 Percent of Buyers Were Given Content Along Their Journey

No one likes aggressive sales tactics. If your prospects land on your site and are instantly met with pushy CTAs and prices, they won’t stick around. Instead, they’re going to go through a process of discovering your product, learning about it, deciding whether it can meet their needs, weighing the pros and cons, and deciding to make a purchase.

At every point of the journey, there’s a possibility that buyers will encounter friction points that make them hesitant to continue. Carefully crafted content can reassure and inform them that they’re on the right track, helping salespeople nurture leads into becoming customers. Without appropriate content for your buyers, you’re leaving money on the table.

65 Percent of Salespeople Say They Don’t Have The Content They Need

This is the other side of the statistic we just mentioned. Yes, it’s the salespeople’s responsibility to provide the right content to prospects to encourage them to make a sale. But it’s a content marketer’s responsibility to create that content in the first place. And almost two-thirds of salespeople say they don’t have the content they need to get their prospects over the hump.

Again, communication is key. If salespeople are constantly running into buyers who aren’t convinced that your product will save them money, your marketers should build a landing page that lays out pricing upfront and over time. If prospects are often confused by a certain feature, create a blog post that explains it. Creating content to address real problems, not hypothetical ones, will grease the wheels for future sales.

71 Percent of Buyers Start With an Unbranded Search

Buyers don’t want to jump right into a sales pitch, they want to start with research. That’s why content marketing is so important — giving people the information they genuinely want, when and where they want it.

Where sales-marketing alignment comes in is the handoff. There will be a point when your prospects make contact with a real, human salesperson, and that salesperson needs to have a good grasp on what the prospect has consumed in order to make that handoff as seamless as possible.

The Bottom Line

The biggest statistic to take away from this is the one we put in the title — sales and marketing alignment can help businesses close sales 67 percent more effectively. That’s two thirds less wasted time and money by the sales team, the marketing team, and everyone in between.

The fact of the matter is that no company will ever be completely efficient. There will always be cracks in the processes and procedures that power your business. But sales and marketing are the lifeblood of the business, bringing in the customers that keep the lights on. There’s no excuse for them not to be on the same page.

Next Step

Your company’s marketing should be the secret sauce, ever elusive unicorn, and magic bullet that your company has been waiting for. Bottom line, it should be bringing you that money.

Strategic Marketing Inbound Marketing
Why Smarketing is More Than a Buzzword
Blog
Why Smarketing is More Than a Buzzword

Sales and marketing teams haven't always gotten along. Both departments are working toward the same goals — to boost ...

Keeping Customers vs. Making New Ones: The Ideal Balance
Blog
Keeping Customers vs. Making New Ones: The Ideal Balance

You’ve heard it a million times before: it’s far more expensive to make a new customer than to keep an existing one. ...

The Sales Flywheel — Rethinking the Sales Funnel
Blog
The Sales Flywheel — Rethinking the Sales Funnel

The sales funnel has been around for decades, and it’s been the go-to visual metaphor for the sales process for ...

Why Your Sales And Marketing Teams Need To Get Along
Blog
Why Your Sales And Marketing Teams Need To Get Along

It’s a tale as old as time — sales teams and marketing teams don’t get along. Both sides should be working toward the ...

Lead Generation vs. Pipeline Marketing
Blog
Lead Generation vs. Pipeline Marketing

  Lead generation is nothing new. For decades, marketers have put a lot of time and effort into trying to create new ...

The Importance of Marketing in Selling
Blog
The Importance of Marketing in Selling

When you're not acquiring as many new customers as you'd like, your natural inclination may be to start pointing ...

How Sales and Marketing Go Hand-in-Hand
Blog
How Sales and Marketing Go Hand-in-Hand

In a perfect world, we'd be able to market our products or services without the need of pesky sales. After all, some ...

Inbound Marketing Lead Generation Part 5 (of 5): Using Multiple Channels to Your Advantage
Blog
Inbound Marketing Lead Generation Part 5 (of 5): Using Multiple Channels to Your Advantage

In the past weeks, we've explored nearly everything there is to know about Lead Generation, but we still have one topic ...

Inbound Marketing Lead Generation Part 4 (of 5): Creating Highly Effective Forms
Blog
Inbound Marketing Lead Generation Part 4 (of 5): Creating Highly Effective Forms

Yes, it's that time again -- time to continue our five-part Lead Generation series. With this fourth part of the ...

Inbound Marketing Lead Generation Part 3 (of 5): How to Make Landing Pages Sizzle
Blog
Inbound Marketing Lead Generation Part 3 (of 5): How to Make Landing Pages Sizzle

Welcome back to our five-part Lead Generation series. We hope you've been learning some stuff along the way and paying ...

Marketing Lead Generation Part Two (of Five): Creating Awesome Calls-to-Action
Blog
Marketing Lead Generation Part Two (of Five): Creating Awesome Calls-to-Action

Last time, we showed you some tips on how to make your customers an offer they couldn't refuse. That's a good start, ...

Lead Generation, Part One (of Five): Make Them an Offer They Can't Refuse
Blog
Lead Generation, Part One (of Five): Make Them an Offer They Can't Refuse

Without leads, everything else in your marketing campaign serves no real function. Your campaign may look pretty and ...

Need More Help? Talk to the Experts.

Contact Madison Taylor Marketing