Best Practices , Revenue Operations , Salesforce
May 23 | Blogs
Missed Opportunities? Alignment for Go-To-Market Success
Estimated read time 3 min

A disjointed go-to-market strategy can stall growth and limit market penetration. Despite the substantial benefits of aligning marketing and sales, such as a 38% increase in closed deals and a 208% surge in revenue, a striking 96% of revenue professionals face challenges in achieving this alignment. Misaligned marketing and sales efforts, a common pitfall, lead to lost revenue, inefficient processes, and a subpar customer experience.  However, aligning these teams can yield significant benefits – from improved customer acquisition to accelerated revenue growth.

Delegate understands the critical importance of GTM alignment. We specialize in leveraging Salesforce to ensure your sales and marketing teams work in perfect sync toward common revenue goals.

Disjointed GTM Objectives and Measurement

When marketing and sales lack shared objectives, conflict arises. 91% of marketers focus on lead generation, aiming to produce a high volume of leads, regardless of their qualification or fit for the product or service. Sales, on the other hand, prioritize closing deals and might be frustrated by receiving unqualified leads that require extra nurturing before they’re ready for a sales conversation. This misalignment can lead to finger-pointing and a drop in overall performance. Metrics that measure success can also differ between the teams. Marketing might focus on vanity metrics like website traffic or social media engagement, while sales prioritizes conversion rates and revenue generated. Without a shared understanding of success, it’s difficult to assess the effectiveness of combined efforts and identify areas for improvement.

Salesforce enables the creation of shared dashboards and reporting, aligning metrics across teams.  Focus on KPIs that track the entire customer journey – from initial brand awareness to closed sales.  This shared visibility drives collaboration, fosters accountability, and facilitates data-driven GTM adjustments.

Inconsistent Target Market Definitions

61% of B2B marketers skip lead qualification leading to unqualified leads, high rejection rates, and lower conversion scores. Without a standardized lead qualification process, sales teams waste valuable time and resources nurturing prospects who are unlikely to convert.  This can lead to frustration and finger-pointing between marketing and sales. In turn, marketing efforts lose credibility with the sales team, who may become hesitant to pursue leads generated through marketing channels.  Utilize Salesforce’s lead scoring and grading capabilities to refine your ICP definition.

This ensures marketing delivers qualified prospects, maximizing sales team effectiveness and improving overall GTM efficiency. Salesforce Pardot (for B2B) or Marketing Cloud (for B2C) provide robust lead scoring and grading models.  These tools evaluate leads based on demographics, behavior, and engagement, ensuring sales focus their efforts on top-tier opportunities

Inefficient Lead Management and Handoffs

Poor handoffs between marketing and sales create friction in the GTM process.  Leads can languish or receive inconsistent messaging, leading to a loss of momentum. Lack of visibility into marketing campaigns hinders the sales team’s ability to personalize their approach.  For instance, imagine a scenario where a lead interacts with a series of informative blog posts about a specific product line.  Without clear visibility into this behavior, a sales rep might start their outreach with generic messaging, missing a valuable opportunity to connect with the prospect’s demonstrated interest.  Furthermore, inconsistent lead nurturing can cause confusion. Seamless communication between marketing and sales ensures a cohesive customer journey,  with each touchpoint building upon the previous one

Implement closed-loop reporting and advanced campaign attribution within Salesforce.  Gain full visibility into each lead’s interactions across marketing channels and touchpoints. Leverage automation and workflows for smooth, well-timed handoffs, ensuring prospects receive the right message at the right time throughout their buyer’s journey.

Marketing and sales alignment is no longer a ‘nice to have’ – it’s a necessity for business success. Delegate is your partner in breaking down silos, creating a shared vision, and leveraging integrated tools to achieve your revenue goals.

Contact us to start building a unified, customer-centric approach.