If you haven’t yet noticed, we’re big fans of sales and marketing alignment here at xoombi.
In fact, we’ve written about how you can create alignment throughout the buyer’s journey, as well as ways in which you can strengthen alignment. But what perks does sales and marketing alignment actually provide?
HubSpot was recently able to answer this question with statistics from their 2016 State of Inbound report. Here’s what they found, as well as some impressive statistics from Wheelhouse Advisors.
1. Service Level Agreements increase marketing effectiveness.
HubSpot found that organizations with service level agreements (SLAs) were much more effective than those without them. In fact, of those with an SLA, “82% said their marketing strategy was effective. For those who said they were misaligned, only 20% thought their marketing strategy was effective.” In other words, “the less aligned Sales and Marketing are, the more negative the outlook.”
2. Inbound and alignment make marketing gold.
Survey respondents found that 1) using inbound marketing and 2) having an SLA was the most powerful combination for an effective marketing organization. “Inbound organizations with SLAs are over five times as likely to rate their marketing strategy as effective compared to outbound organizations with misaligned marketing and sales teams.”
3. Effective alignment can lead to increased marketing budgets.
Since effective strategies produced by aligned teams get results, those who are confident in their strategies “are over two times as likely to get higher budgets for their marketing teams.”
4. Organizations with good alignment achieve faster growth.
Wheelhouse Advisors found that B2B organizations with tightly aligned sales and marketing operations achieved “24% faster three-year revenue growth and 27% faster three-year profit growth.”
5. Aligned companies close more deals.
Aligned companies enjoyed 38% higher sales win rates. What’s more, they are up to 67% better at closing deals.
6. Alignment leads to higher retention rates.
Organizations with aligned sales and marketing functions saw a 36% higher customer retention rate.
7. Sales and marketing alignment can increase revenue.
By aligning your sales and marketing efforts, your company could generate 208% more marketing revenue.
So what’s not to love about sales and marketing alignment? Yes, getting started can be tough work, as these two departments are historically known to butt heads, but the numbers don’t lie.