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7 Steps for Better Sales & Marketing Alignment

Quartz Editorial Team

Quartz Editorial Team

7 mistakes marketers make with sales professionals

You’d be surprised how simple it can be to increase your ROI. 

If every marketing and sales team would align and work collaboratively, they could expect great results.

Donavan Dichter, Sr. Director of Marketing at Envista gave a recent presentation on Quartz Network to share common mistakes marketers make when collaborating with sales. He shares ways to improve communication and overcome those challenges. 

I promise you, you will not only earn the trust of your sales team, but you will also see them act with a greater sense of urgency when you launch future campaigns.

Donavan Dichter, Sr. Director of Marketing at Envista

Dichter begins the presentation with this quote from Elon Musk: “Every person in your company is a vector, and your progress is determined by the sum of all vectors.” He applies this thinking to better align his marketing team with his sales team.

“Having everybody in alignment and headed in the right direction, at the same speed, will advance your goals and propel your company’s desires much faster than if they’re out of alignment,” he said.

There are some key considerations marketers should follow to avoid misaligning their sales and marketing teams:

  1. Sell the Sellers: Let the sales team know a campaign is coming to get early alignment, then prove the results and promote the wins.
  2. Lose the Jargon: Speak to the sales team in plain language rather than using marketing buzzwords—it often comes across as pretentious.
  3. Don’t Tell Them How to Sell: Marketers can set the strategy and provide talking points about a strategy, but then it’s time to back off and let the sellers sell.
  4. Don’t Ignore Their Ideas: Listen to suggestions from the sales team; it could lead to major breakthroughs.

Watch the presentation for other ways to overcome common mistakes when working with sales.