SaaStr Annual 2024: Aligning Sales and Marketing for Better GTM Strategies with Fullcast

SaaStr Annual 2024: Aligning Sales and Marketing for Better GTM Strategies with Fullcast

1. Aligning Sales and Marketing for Better GTM Strategies Susan Macomber Go-to-Market Advisor Fullcast Amy Osmond Cook, PhD Chief Marketing Officer Fullcast

2. Why Does Sales and Marketing Alignment Matter?

3. Only 30% of sales reps say that their sales and marketing teams are strongly aligned. (HubSpot) 39% of sales reps want to be better aligned with the marketing team on goals and strategy. (HubSpot) 59% of sales reps say that the leads they receive from the marketing team are high quality. (HubSpot) Sales teams that align with marketing are 106% more likely to say that they are performing better than their sales goals for the year. (HubSpot) Highly aligned companies grow 19% faster and are 15% more profitable. (Forrester) 30% 39% 59% 106% 19%

4. Revenue Operations: Bringing Sales and Marketing Together RevOps is the center of excellence through which marketing and sales can align on strategic, operational, and tactical levels.

5. Moving forward with a unified vision, strategy, and customer-centric approach bolsters . . . A positive customer experience Increased revenue Customer retention/reduced churn Effective capacity planning Strategic resource allocation

6. Why Alignment Is Critical Organizations with aligned sales and marketing achieve 36% higher customer retention and 38% higher sales win rates . ( ZoomInfo ) Misalignment leads to wasted resources, poor lead conversion, and missed revenue opportunities. Common goals between sales and marketing drive pipeline growth and customer acquisition . Service Level Agreement (SLA) Shared Goals and Objectives Marketing Knows Which leads to sell to Whether cold leads are being nurtured by marketing How to approach sales meetings Which leads are opportunities Which leads to avoid wasting time with Which leads to market to Which leads to nurture How to segment leads Which sources and content perform best Which leads convert to opportunities Sales Knows A detailed report of each lead Which leads to pass to sales

7. Key Benefits of Alignment 67% better at closing deals when sales and marketing agree on lead definition. (Marketo) 67 % 19 % 208 % 208% more marketing-generated revenue with aligned teams. (HubSpot) Aligned companies grow 19% faster and are 15% more profitable. (Forrester)

8. Communication and Collaboration Regular cross-functional meetings ensure that both teams stay aligned. Open feedback loops—sales gives feedback on lead quality, marketing on campaign effectiveness.

9. Integrated tech stacks enable shared data between teams. Use CRM, marketing automation, and GTM planning tools to align data. 74% of organizations using shared technology and data have improved alignment between sales and marketing. ( Review42 ) Connect Tech Stack and Leverage Data for a Unified GTM Strategy

10. Sales and marketing collaborate on high-value accounts. 87% higher ROI from ABM strategies. (ITSMA) Align through Account-Based Marketing (ABM)

11. Align on Customer Personas and ICP Both teams must agree on who the ideal buyer is. A shared understanding of target customers drives unified messaging. Sales Rep Sell! Find Products Configure Orders Add Discounts Generate/ Send Quote Forecast Manage Pipeline Manage Customer Sales Ops Administrator Add Products Add Config Rule Forecast Define Quoting Metrics Analyze Pricing Quoting Sales Enablement Channel Sales Rep Market and Sell Find Products Fregister Deals Sell Value-Added Services Product Manager Maintain Product Knowledge Manage Config Rules Support Deals Analyze Competition Finance Manager Set Pricing and Discount Tiers Process Exception Discounts Monitor Attach Rates Support Deals

12. Create an Integrated Customer Journey 89% of buyers choose vendors offering relevant content at each buying stage. ( Forrester ) Seamless handoff between marketing (awareness stage) and sales (decision stage). Joint Effort Sales input helps marketing create high-impact content. Marketing enables sales with up-to-date materials: battle cards, case studies, etc.

13. Shared KPIs and Metrics Set common goals (e.g., revenue targets, MQL to SQL conversion rates) Use an SLA to set expectations for lead quality and conversion times

14. Align on Attribution Models, Compensation, and Incentives Use multi-touch attribution to credit both sales and marketing for deal closures. Incentivize collaboration with shared bonuses for revenue or lead conversion goals. Aligned incentives drive teamwork and joint ownership of success. Accurate ROI tracking helps refine GTM strategies.

15. Key Takeaways Alignment is key to scaling GTM efforts, improving lead conversion, and maximizing revenue. Leverage shared goals, data, and tools to ensure seamless collaboration. Automate as much as you can ! AI is here to stay. Allow your team to work on strategy instead of tasks.