Obstacles and Solutions to Align Sales and Marketing Efforts in Manufacturing

Alignment of marketing and sales departments is crucial in manufacturing. By encouraging open communication and constant collaboration, this alignment can help maximize results for the entire organization.

Of course, there are always obstacles when bringing together two separate departments, each with its own goals, team members and objectives. Fortunately, there are solutions that can help you get started in the alignment of efforts and fostering collaboration.

Sometimes called “smarketing,” marketing and sales alignment is the strategic synergy between the two typically separate departments. While it sounds pretty straightforward, it’s harder to achieve than many business professionals think.

Bringing sales and marketing together is essential because it leads to increased efficiency and significantly enhances the return on any investment made in the organization. Marketers are responsible for drawing targeted leads toward a manufacturer's product or services, while the sales team’s fundamental goal is to close deals from those leads.

Any disconnect between the two teams could result in a waste of resources and missed opportunities. A well-oiled machine allows for streamlined communication and eliminates potential misunderstandings.

This alignment is even more important in the B2B manufacturing space due to the unique nature of transactions, the longer and more complex sales cycles and the involvement of multiple decision-makers. 

For marketing strategies and sales pitches to succeed, they must be developed together to create long-term value. 

Three Specific Advantages of Alignment

When marketing and sales teams are aligned, customers will appreciate the seamless and consistent experience across various manufacturing touchpoints, ultimately enhancing credibility in the market. 

An increased lead-to-conversion rate will translate into substantial revenue growth. Operational efficiency can be achieved by eliminating redundant tasks and streamlining processes. 

In addition to the impacts on company profits, a sales and marketing team that are in sync with each other influences the culture of the company.. When information sharing and teamwork are prioritized, everyone benefits, especially in the world of B2B manufacturing.

Many manufacturing companies experience sales and marketing misalignment, which creates many challenges and obstacles, including communication gaps, mismatched KPIs and more.

Communication Gaps

When sales and marketing have worked in silos for a long time, it may have produced a lack of shared understanding and knowledge. A communication gap can also lead to an absence of unified strategy between sales and marketing. This result is often a combination of wasted resources and missed opportunities. 

An example of this is the disconnect that happens when the marketing team operates using marketing trends and inbound leads, while the sales team pursues leads through relationship-based selling. 

Mismatched KPIs

Another obstacle is mismatched KPIs (key performance indicators) and overall goals. Sales and marketing teams need to use similar metrics to determine success. Marketers often measure success through brand awareness and lead generation, while sales uses conversions and revenue. 

When metrics aren’t aligned, disagreements arise over what constitutes “success,” and it can hinder efforts to reach common goals. 

Disconnected Tools

Similar to metrics, a third obstacle is the use of different tools and technological systems to achieve goals and track progress. 

If marketing uses a marketing automation tool to nurture leads, but sales uses a different sales enablement tool to track lead progress, much can get lost in the process. Connecting tools and systems is vital to ensuring both teams receive all the information they need to close a deal.

Differences in lead quality scoring, lead handoff processes, and follow-up processes, could cause internal misunderstandings, miscommunication with customers, or other problems.

Lack of Communication

A fourth obstacle is a failure to share information between teams. Without set meetings and information-sharing sessions, strategies will be less effective and conversion rates will be lower. 

Sales pitches in the field are based on the pain points customers are trying to overcome. Therefore, marketing needs feedback about what strategies are working and not working.

Sales teams need to know marketing trends to figure out the best way to reach potential customers. Without information sharing, opportunities can be missed without individual team members even knowing it.

Fortunately, there are some solutions manufacturers can implement to reach peak sales and marketing alignment.

Joint Strategies

When developing goals and objectives, manufacturers should create, develop and implement a joint strategy between the two teams. Focusing on shared goals for both sales and marketing ensures both teams agree on the terms of success and understand their roles in achieving it. 

For example, manufacturers could offer training where both teams contribute to defining what constitutes a “qualified lead.” 

A detailed lead scoring system that incorporates input from both departments, equals less wasted resources on tracking down leads that won’t convert. At the same time, it will improve conversion rates for sales, impacting a company’s bottom line long-term.

Shared KPIs

Both teams need to agree on a shared set of KPIs that reflect the success of both teams' efforts. Once set, metrics should be regularly reviewed to assess alignment and identify areas for improvement.

Possible KPIs include conversion rate, MQLs (marketing qualified leads), SQLs (sales qualified leads), cost per lead, customer retention and revenue.

Regular Communication

The biggest key to alignment is communication. The manufacturer should create shared common vocabulary and understanding by holding ongoing training and development programs for both teams. 

The training should focus on addressing each team’s challenges, how they can work together to overcome them, and how each team member can be a part of the process.. 

Regular check-ins should be scheduled to ensure everyone is on the same page. The time should be used to clarify roles, align goals, review success metrics and share ideas. 

It could be helpful to include real-life case study examples to help each team better understand each other’s roles and demonstrate successful collaboration between sales and marketing. It is necessary for the teams to use common communication channels such as email, Slack, Microsoft Teams or Gchat.

Integrated Technology

Whatever technology platform is utilized, every team member from sales and marketing should have access to the information and results it houses. Shared tools and platforms should enable both teams to communicate easily and track progress effectively.

A good CRM system or project management software can automate and track the lead handoff process, which will, in turn, ensure transparency and accountability. 

A standardized lead procedure clearly defines the role a marketer and salesperson should play. The platform should allow for real-time updates and visibility into the sales pipeline and marketing activities.

Popular systems include Salesforce, Hubspot, Zendesk and Workfront. Manufacturers should find the system that works best for their organization and train both teams together to ensure collaboration at its highest level. 

With open and regular communication, integrated technology platforms, shared key performance indicators and a utilization of joint strategies, manufacturers can achieve sales and marketing alignment to maximize results, drive revenue and create a collaborative work culture. 

When team members are trained and aligned, manufacturers can pave the way for unprecedented growth for their business.

Venveo proudly bridges the gap between building materials and manufacturing companies, and digital sales success. Our proven digital growth strategies guide businesses in finding qualified leads, connecting with their audience in the digital space, and compelling them to take action. 

Contact us today to learn more about how Venveo can help take your building materials and manufacturing business to the next level.