Sales and marketing alignment

marketing and sales alignment

A process of aligning your sales and marketing efforts to reduce your cost per acquisition and increasing customer life cycle.

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The Types of Engagement







Whatever business you’re in, getting your sales and marketing teams truly aligned will have a huge impact on your bottom line. Ultimately, driving down your cost of customer acquisition by using efficient and optimised processes while driving up your customer lifetime value by understanding where sales and marketing can have the biggest impact will help you achieve scalable and predictable revenue growth in the long term.

defining MQL VS sql

A marketing qualified lead (MQL) is a lead who has been deemed more likely to become a customer compared to other leads. This qualification is based on what web pages a person has visited, what they’ve downloaded, and similar engagement with the business’s content.

A sales qualified lead (SQL) is a lead which has triggered specific interactions with your website communication to create an agreed score. The higher a lead’s score, the closer they are to becoming an SQL, which is only a step away from becoming a customer. 


Building a lifecycle

Automating the day-to-day decision process by putting hidden fields into the forms and setting the lifecycle stage means as we scale, you would no longer be required to manually review every lead

Lifecycle stages are typically defined: 

  1. Other
  2. Subscriber
  3. Lead 
  4. Marketing-qualified lead (MQL)
  5. Sales-qualified lead (SQL)
  6. Opportunity 

The process

Automating the handover process from marketing to sales with customer acquisition. Whilst automating the process from sales to marketing for customer nurturing. 

Creating alerts for when new MQL’s are entered into the database for transparency and urgency for a follow up. Whilst alerts are created for when an SQL becomes a customer for marketing to integrate them in to an automated nurturing process. 

Be more inbound

Using your existing inbound marketing and sales activities to understand what is working and what needs improvement with an agreed process between the two teams.

Not sure if this is right for you?

The leads which are currentlh coming in to your business are not being qwualified betweem marketign ready and sales ready. 

Your sales team are currently qualifying leads in and out which is taking time and productivity away from their day. 

Your leads convert. However, you are unaware as to which leads are converting, their source and the value they drive to the business in relation to your existing marketing spend. 

You need to better understanding the source of each completed sale to ensure you spend more on what works. 

Everyone typically receives the same message and is not tailored to where they are in the buying decision process.The results of your current communication is sporadic and inconsistent. But does deliver a certain level of return. 

You need to be able to deliver tailored messaging to optimise your marketing activities and increase the conversion rates and reduce your churn rates.