B2B Sales, Lead Generation and Marketing Blog

How to Align Your Marketing Messages with Your Sales Team's Objectives

Posted by Vendere Team on Mon, Feb 23, 2015 @ 09:02 AM

IMG_083490 percent of meetings that salespeople have with buyers contribute no value from the buyers perspective. But why is that?

Because the salespeople can’t connect the buyer’s problem with their solution. But you how do you fix this issue?

By aligning your marketing messages with your sales team’s objectives, of course. It’s easier said than done, and it goes much further than integrating your sales and marketing software. Following these next few steps will help you go deeper into this issue and put your company on the fast track for stellar revenues.

Open Up Communication

It’s time to get your sales and marketing executives together to discuss how to create that alignment. This is the perfect time to look at all of your messaging together and figure out what the weak points are in terms of what customers want, the tools marketing creates, and how sales should communicate the message.

Have your salespeople give feedback on common themes they’re hearing from leads, and where breakdowns in communication are happening between them and the customer. Have marketing share how customers are using their online tools. Opening up this dialogue will help both teams understand what customers want and how to communicate that your product can give them the solution they’re looking for.

And be sure to keep the conversation going with regular meetings to discuss alignment, the progress that’s being made, and how everyone can improve toward this common goal.

Share Data

This is where accountability comes in. Marketing needs to open up to sales with analytics showing whether prospects are downloading offers from the website, looking at the pricing page, or are filling out forms requesting to be contacted by a sales rep. Data like this can illustrate what parts of the messaging resonate most, and what the sales teams should focus on to help different types of leads throughout the buying process. In turn, sales needs to show marketing their own data: how many and what kinds of leads have been worked, and how many have actually been closed. This will provide the marketing division a baseline for how messaging is performing and how it can be improved to resonate with a particular audience.

If sales performance doesn’t meet expectations, sometimes the two departments will point fingers at each other. Don’t let either team make a claim about the other without data to back it up so that every conversation is based on facts and not emotions.

Put it Into Practice

Now that you know where you need to be, start taking the steps to get there. The marketing team should be tweaking the messaging throughout the website, their content strategy, and in any sales collateral that needs updating to strengthen the weak parts of the messaging sales is experiencing in their interactions with leads. Over time, sales should give feedback with the latest stats on leads they’ve spent time on and how the close rate is doing to show whether the realignment is truly helping to improve revenue.


The key to getting messaging in line with sales objectives is getting both the sales and marketing teams to work together as one team. And it’s not just a one-time adjustment: keeping marketing messages consistent with the sales teams’ goals is an ongoing process that requires regular readjustment. Tough as it might be, getting both of these powerful forces in your company pulling in the same direction can bring a significant payoff in the form of upwardly trending numbers, engaged team members, and an overall more competitive business.

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Topics: sales and marketing alignment

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