How to align your sales and marketing teams | Sherpa Marketing

Step 1. Agree on buyer personas your company wants  to target. When your team has an agreement on who  
the customer is you can develop a marketing  campaign strategy to target them specifically  
ensuring that strategies and marketing  dollars are spent on attracting qualified  
leads that are likely to purchase. Step 2:  Agree on target markets or account lists.  
Next, you'll create a list of businesses and  individuals that match the criteria you've  
created, these lists are essential because they  ultimately determine how and where you are going  
to reach them in your marketing strategy. Step  3: Discuss campaign messaging, content and sales  
enablement. Teams should discuss the overall  marketing campaign strategy including; content,  
messaging, sales collateral and client-facing  material. Your focus should be on providing your  
personas with information that they find valuable.  Regarding the overall marketing campaign strategy,  
a key focus should be on the delegation of  what roles each team has in the process,  
this is also the time to go over sales script and  sales collateral and create as much consistency  
as possible with the marketing campaign. Step 4:  Determine the channels for the marketing campaign  
strategy and tech stack. Next, determine the  tech stack to formalize your marketing strategy.  
Your target account list and marketing  strategy should indicate which platforms  
and channels are the best fit to reach your  potential leads. The chosen tech stack can  
also help with team collaboration which is key  for maintaining alignment. Using a productivity  
and project management tool that both teams  can collaborate on can help with communication  
and understanding for projects. Step 5: Develop  reporting KPIs and metrics. One of the last  
steps towards sales and marketing alignment is  the development of key performance indicators  
(KPIs) and metrics for your team. The team should  decide on the frequency of these reports and how  
insights will be gathered. KPIs and metrics give  your teams the ability to set measurable goals  
and track them effectively for the duration of  the campaign. Having these important metrics on  
hand and accessible will allow the teams to  adjust strategies proactively. Step 6: Set  
meeting cadence. The last step is for the sales  and marketing teams to set up a meeting cadence  
and go over key topics such as reporting, data  feedback and support on campaigns and strategies,  
recommendations for both teams  and brainstorming on content  
and more. Aligning the sales and marketing teams  means both teams will see more success and in  
turn revenue will grow. Check out our blog post  on the same subject for more in-depth details.