Make extraordinary collaboration with sales part of your new normal. 

Updated for 2024

For years now, B2B marketing has been dominated by digital content, digital channels, and digital tools. As marketers, we’ve built processes that enable a test-and-learn approach with real-time measurement, rapid iteration, and on-the-fly optimisation. We’ve become adept at reaching audiences virtually – quickly scaling up what works, dialling down what doesn’t. Digital is our strength.

For many sales teams on the other hand, success is built on relationships. Understanding customers on an individual level. For many, face-to-face engagements are considered the most valuable. However, whether we’re talking regular sales meetings, new product demos, industry expos, or other networking events, live and in-person opportunities to connect took a hit during COVID, and it’s doubtful face-to-face interaction will ever be the same again.

Maybe, then, it’s time to step up and stand side-by-side with our sales counterparts and work together better. Because right now, marketers have a real opportunity to show what they can do. And the best way to do it could be closer collaboration with sales.

So, here are ten insights that we believe could help you make friends and influence sales.

Consider the foundation: data integration and unified platforms.

Marketing and sales teams must operate from a single source of truth. This means implementing comprehensive Customer Data Platforms (CDPs) that consolidate information from all touchpoints. The traditional siloed approach, where marketing uses one set of tools, and sales another, simply won’t suffice in the modern landscape.

Account-Based Marketing (ABM) will evolve into Account-Based Experience (ABX).

This shift represents more than a mere terminology change. While ABM focuses on targeting specific accounts, ABX encompasses the entire customer journey. Marketing and sales teams need to collaboratively create personalised experiences at every interaction point. This might involve developing industry-specific content, tailored virtual events, and customised communication sequences.

The rise of AI will reshape how we approach lead qualification and nurturing.

AI-powered tools will become increasingly sophisticated at predicting buying intent and identifying optimal engagement times. However, the human element remains crucial. Marketing teams should focus on training AI systems with high-quality historical data while maintaining the personal touch that B2B relationships require – and that sales teams are so adept at.

Revenue attribution models need significant refinement.

The traditional marketing qualified lead (MQL) to sales qualified lead (SQL) pipeline is becoming outdated. Instead, organisations should adopt revenue-based marketing metrics that align with sales outcomes. This means tracking metrics like pipeline velocity, account engagement scores, and customer lifetime value predictions.

Content strategies require a fundamental shift.

Rather than creating general thought leadership pieces, marketing teams should produce sales-enabled content that directly supports different stages of the buying journey. This content should be easily customisable by sales teams for specific account interactions. Think modular content pieces that can be assembled into personalised presentations or proposals.

Consider the power of CRM as a Content Intelligence Hub.

Modern CRM systems serve as far more than just contact databases – they’re goldmines of customer intelligence. When sales teams diligently record their client interactions, particularly through call recordings and detailed notes, they create an invaluable repository of authentic customer language and concerns. Think how a prospect typically expresses their challenges in their own words, often quite differently from the way we might describe them in our marketing materials. While marketing might write about “Optimising operational efficiency,” a customer in a sales call might say, “We’re wasting hours every week manually updating spreadsheets.” This raw, unfiltered feedback becomes the foundation for creating content that truly resonates. Marketing teams can analyse these recordings and notes to:

• Develop FAQ content that addresses actual customer questions rather than assumed pain points

• Create case studies that speak directly to commonly expressed challenges

• Refine product messaging to match customer language

• Design sales enablement materials that address frequent objections captured in these

Internal processes need restructuring to support this alignment.

Consider implementing regular revenue team meetings where marketing and sales collaborate on account strategies. Create shared KPIs that encourage cooperation rather than competition. Both teams should have access to and understanding of each other’s tools and metrics.

The role of marketing operations becomes increasingly critical.

This function serves as the bridge between marketing and sales, managing the technical infrastructure and ensuring smooth data flow between teams. Investment in marketing operations capabilities, including technical expertise and process management, will be essential.

Setting expectations for the entire customer experience is critical.

Think of marketing as creating a promise to prospects – every subsequent interaction must fulfil that promise. This alignment needs to extend beyond just marketing and sales to encompass every customer-facing department. For example, if your marketing promotes “expert technical support available 24/7,” your support team needs to be equipped and structured to deliver on this promise. Similarly, if your content emphasises innovative solutions and cutting-edge technology, your product demonstrations need to reflect this positioning. Any disconnect between marketing messages and actual experience can severely damage trust and credibility.

Customer success should be integrated into the marketing-sales alignment.

The post-sale experience directly impacts renewal and expansion opportunities. Marketing needs to collaborate better with customer success teams, to create advocacy programmes and case studies that sales can leverage in their conversations.

Finally, of course, collaboration is like conversation – it’s a two-way thing. Marketing teams need to understand sales processes and technologies, while sales teams need to grasp marketing analytics and digital engagement strategies. Skills development will continue to be important – cross-training programmes and job rotations between departments can help build a mutual understanding.

And for businesses and brands, that’s when collaboration delivers remuneration.