Truth is, alignment is not enough. “Interlock,” “ownership” are among different phrases that we’ve tried out over time. Still, the shorthand has become “alignment.” But to see real success in how sales and marketing teams jointly go to market, you have to go much deeper. It really is about changing the existing methods and culture of how the two groups work together. This article by David Dodd is a solid summary of what works. Much of this approach, and more, we offer our own clients and have seen work in real-life, practical business situations.
“Creating a high-performing revenue generation system is ultimately an exercise in team building. It’s essential for marketing and sales professionals to have a shared understanding regarding the major elements of their company’s go-to-market strategy. And they also need an agreed-upon lead management process, and a well-designed set of shared performance measures.”