How to align your sales and marketing teams | Sherpa Marketing

Step 1. Agree on buyer personas your company wants to target. When your team has an agreement on who
the customer is you can develop a marketing campaign strategy to target them specifically
ensuring that strategies and marketing dollars are spent on attracting qualified
leads that are likely to purchase. Step 2: Agree on target markets or account lists.
Next, you'll create a list of businesses and individuals that match the criteria you've
created, these lists are essential because they ultimately determine how and where you are going
to reach them in your marketing strategy. Step 3: Discuss campaign messaging, content and sales
enablement. Teams should discuss the overall marketing campaign strategy including; content,
messaging, sales collateral and client-facing material. Your focus should be on providing your
personas with information that they find valuable. Regarding the overall marketing campaign strategy,
a key focus should be on the delegation of what roles each team has in the process,
this is also the time to go over sales script and sales collateral and create as much consistency
as possible with the marketing campaign. Step 4: Determine the channels for the marketing campaign
strategy and tech stack. Next, determine the tech stack to formalize your marketing strategy.
Your target account list and marketing strategy should indicate which platforms
and channels are the best fit to reach your potential leads. The chosen tech stack can
also help with team collaboration which is key for maintaining alignment. Using a productivity
and project management tool that both teams can collaborate on can help with communication
and understanding for projects. Step 5: Develop reporting KPIs and metrics. One of the last
steps towards sales and marketing alignment is the development of key performance indicators
(KPIs) and metrics for your team. The team should decide on the frequency of these reports and how
insights will be gathered. KPIs and metrics give your teams the ability to set measurable goals
and track them effectively for the duration of the campaign. Having these important metrics on
hand and accessible will allow the teams to adjust strategies proactively. Step 6: Set
meeting cadence. The last step is for the sales and marketing teams to set up a meeting cadence
and go over key topics such as reporting, data feedback and support on campaigns and strategies,
recommendations for both teams and brainstorming on content
and more. Aligning the sales and marketing teams means both teams will see more success and in
turn revenue will grow. Check out our blog post on the same subject for more in-depth details.