The brand growth plan brings sales and marketing teams together from the outset, ensuring both are involved in defining the ideal customer fit, and creating buyer personas that inform marketing efforts and lead qualification.
Lead qualification needs regular reviews to ensure optimal performance. A CRM like Hubspot can track a prospect’s interaction with your website and content. At the same time, lead scoring can trigger workflows based on that history and other demographic markers.
With a better quality of leads, Sales should feedback to Marketing on outcomes from leads worked and suggest ways scoring could be tweaked and optimised to deliver better results.
Account-based marketing (ABM) strategies are the ultimate expression of this kind of alignment, with Sales and Marketing working together to develop content designed specifically for consumption by individual companies or even individuals.
A high level of creative and technical collaboration - from social listening to dynamic personalisation, is required for this kind of programme to target and track response in ways that are actionable for both sales and marketing teams. Alignment through ABM can produce spectacular results.