Although sales and marketing teams are two sides of the same coin, they’re rarely aligned with one another. That might be because of lack of clarity around common goals, lack of a tool that supports both teams’ workflows, or simply decades of an unnecessary feud that has trickled into today’s businesses.
However, differences aside, both teams are experiencing one shared feeling: pressure. Sales and marketing professionals alike are feeling the top-down pressure to spin up innovative action plans that drive revenue. And achieving that goal is going to require the two teams to come together. The one thing that will connect these teams and push their goals to the finish line? Data truth.
Here are three ways data can help build trust with revenue teams through transparency and the creation of shared processes.
These days data is like a double-edged sword. Too much of it can be overwhelming. But when presented and categorized correctly, it can be an alignment solution for revenue teams. Currently, the biggest challenge in data transparency is that there are too many anecdotes that get conflated with insights. Sales and marketing leaders aren’t able to walk away with true takeaways on what’s going on in their pipeline. Plus, the data is spread across and locked within data silos. Because there’s no central source of data truth, teams have an almost impossible time answering the one question they need to answer the most: where do we focus our time and money?
There is, however, light at the end of the tunnel. With the right systems, data sources, and data organization, revenue teams can fuel their go-to-market motions in a cohesive and collaborative way. Here are the 3 steps you can take to mold your data into a gas tank that secures higher revenue opportunities.
A team can’t operate as one if there isn’t a shared language between them. So create a shared vocabulary with clear definitions for the terms that explain your prospect funnel and their movement. Give those terms a definition that the entire team agrees on. For example, your company might define an SQL differently than another but both your sales and marketing teams should be aligned on that definition internally.
Make sure you get all stakeholders and leadership involved in creating this dictionary. Cross-functional alignment is key in turning a dictionary into a useful tool for the company. Once you’ve created it, don’t just let it sit there. Actively integrate the shared language into everything new and that currently exists.
To get the most out of your data, make sure you are actively engaging in it and extracting the information that you need. But that’s impossible to do if your data is stored in too many places. Centralizing the data is going to be your first step towards alleviating many pain points. Take inventory of where your data lives across web properties, products, and CRM and push it all into one place. There are a lot of steps here, so it’s definitely much easier said than done. For more help, check out this support article on getting started with data integrations.
Next, you’ll want to enrich your data. That means filling in any blind spots or gaps with third-party data that creates a holistic view of your accounts and leads. You’ll also want to make sure you prioritize the most important data so that you don’t drown in it.
However, that doesn’t mean you go out and buy 17 different enrichment tools. You’ll want to really identify the information that will be most impactful for your business. Where are you currently seeing gaps? Are you able identify which companies are using a tech stack compatible with your product? Or maybe companies that are hiring for roles relevant to your business? Along with your standard data collection and storage tools, consider third-party tools that can provide a specific level of information. This information will be instrumental for your go-to-market motion.
Finally, identify your buying signals. This can be an action or a combination of actions taken by the account or user that tells you that they’re likely in the market for your product or service. You’ll want to find signals with the highest correlation to revenue.
You’ve got the data at the tip of your fingertips and the buying signals identified. Now it’s time to turn all this information into action. When it comes to leveraging buying signals, sales and marketing will have slightly different needs. Your sales team will need data to help them prioritize accounts, leads, and personalize their outreach. In fact using buying signals will help sellers spend less time on account and lead prioritization and more time on personalization.
On the other hand, for marketers, the concerns are a bit different. Marketing teams are looking at the performance of their campaigns. Are their ads working? Which channel is performing the best? That data can help them ensure they’re always improving the quality of leads for sales.
The benefit of having this data available and transparent for all teams is that anyone in the company who wants to see this data can do so. No more communication barriers and knowledge silos. In fact, this level of data transparency can support better decision-making for all GTM-adjacent teams.
Misalignment isn’t a lost cause. It’s solvable with the right mindset and the right tools. Madkudu’s Revenue Intelligence Automation software can help you get laser focused on the most quality leads with the most valuable buying signals. Our tool automates key workflows, prioritizes actionable signals, and works where your teams already are. With Madkudu’s Revenue Automation Intelligence you’ll be able to unlock the combined power of your full revenue team to drive and close pipeline much faster and easier.
The right tools will empower data transparency and arm your teams with what they need to succeed. It’s time both sales and marketing come together to pave a new path of collaboration and one-ness, and Madkudu is leading the charge of that new future.
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