Why Alignment? The Case For Strategic Alignment for B2B
Customers are calling the shots. B2B sales processes are more complex than ever. No-one really understands what Marketing does. There's a mind-spinning choice of tech tools and information. Competition is rife. Your employees expect investment in their growth an shareholders expect to see growth of the bottom line and of company value. And, with so much flux, how do you even begin to future proof your business?
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The answer lies in strategic alignment.
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Align For Your Customers
When your frontline people unite they gain a shared vision and understanding of your clients. This means you reach the right customers, delight them and retain them through consistent, empathetic, seamless messaging. By fostering clarity and strong connection across every touchpoint, you build trust and loyalty. The results are higher retention rates, increased customer value and opportunities for mutually-rewarding client collaboration.
Align For Your People
More collaboration between Sales and Marketing leads to a positively-motivated, productive and accountable customer-focussed force. Strategically applying diverse skills, ideas and expertise to market challenges and customer engagement fuels joined-up, agile thinking, encourages personal growth and boosts team morale and motivation through increased wins.
Align For Your Bottom Line
Strategic alignment directly translates into significant impact on your revenue and profitability. It leads to more effective marketing campaigns, higher-quality leads, increased sales conversions and efficient allocation of precious resources. This means a clearer return from your united marketing and sales functions, reducing wasted spend and boosting financial performance.
Align For Your Competitive Advantage
An aligned frontline team will articulate your company's purpose and unique offering effectively, helping you stand out and attract the right customers for your business. Increased productivity and more precise targeting leads to shorter project cycles and faster decision-making. The ability of your aligned customer-facing people to share insights and intelligence, plus adapt quickly to changes, disruptions and opportunities in markets, technology, or customer preferences, will put you ahead.
Align For Your Future
Happy, aligned and purposeful teams foster a strong internal brand that’s contagious; your current talent wants to stay in your thriving organisation and new talent longs to become part of it. Externally, this strong brand inspires and attracts customers, now and into the future. A long-term, yet adaptable, growth strategy driven by communicative, motivated teams or individuals, underpins a resilient and innovative company ready for anything the future throws at it.
To navigate constant market changes and come out on top, organizations need to be agile, strategic, and, most importantly, sustainable. Sales and marketing can no longer remain siloed, but instead should be aligned with the common goal of a better customer experience and, therefore, revenue generation.*
*Credit: McKinsey, 2023