Aligning Sales and Marketing to Build a Successful Business
Episode Summary
Technology has developed over the years. Its impact can be seen in the rise of new business models that have been successful. More recently, high-growth companies have adopted Revenue Operations (RevOps) as their main strategy in their go-to-market plans.
RevOps is meant to bring together all customer-facing operations, people, and teams to drive growth and make operations more efficient. But many companies have a problem of misalignment between marketing and sales, which is why they are unable to generate revenue.
In this episode of RevOps Champions, our host Brendon Dennewill welcomes Troy Thibodeau. They get into the pillars on which successful revenue teams are currently building their businesses. They also discuss the impact of technology on customers and employees and how it has changed the business world.
Guests
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Sales and marketing need to be on the same page. In a business, lead scoring is super important. But that is one of the places where sales and marketing don't always have alignment. And when you are trying to grow your business, it is crucial that sales and marketing work together. As Troy says, alignment between sales and marketing is a pillar on which successful revenue teams build their business. "Either it sounds simple, or it sounds like it shouldn't be a surprise to anybody — I will tell you that when I joined most of these organizations, sales and marketing were not on the same page. Sales is doing its thing; marketing is doing its thing. And it's just so critical that the two groups work hand-in-hand in trying to achieve that growth."
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Technology impacts buyer and business behavior. The development of technology over the last 15 years has had a major impact on people's careers. Troy considers how all the massive companies (Amazon, Apple, Google) have changed the world into a more digital one. As he says, the impact of technology on our buyer behavior is obvious. "Whether we're a business leader, a marketer, or a salesperson, at the end of the day, we're also a consumer. When we go home, are we purchasing the business or purchasing for ourselves? So we have to think about ourselves as buyers too. And our buyer behavior has changed dramatically over that time [...] I also think industries are changing at an accelerating pace. If I got a nickel for every time I heard people talk about how the pandemic has accelerated industry change, I'd be pretty wealthy."
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Thinking about the entire life cycle of a customer process. Today we live in a RevOps world, where it is crucial that you think about a sales process and the whole life cycle of a customer process. According to Troy, all the client-facing teams need to be in alignment. "To do that, you need to make sure that you have processes that all the different teams understand and have some familiarity with. You need to have systems that have similarity and that all the teams have an understanding of how they work together, et cetera."
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