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Sales & Marketing Alignment Audit

Maximise Marketing’s Impact On Revenue Outcomes
 
  
 

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Do your Sales and Marketing teams speak the same language, work to the same goals and follow the same go-to-market strategy? Or are they misaligned and working in silos? 


Misalignment between your Sales and Marketing teams can result in them working in silos with different objectives, priorities, and messages. Rather than operating in mutual support, misaligned Sales and Marketing teams often inadvertently end up working against each other. This can mean that leads don’t get followed up effectively, there is minimal communication and feedback, distrust develops, and overall results suffer. 

 

The solution… Get an independent audit of your sales and marketing alignment, including interviews of your teams that reveal how well they work together.


Our audit is designed to give you recommendations to immediately improve your sales and marketing alignment, but to also feed into your longer-term strategy. We help you produce a Sales and Marketing playbook and Service-Level Agreement so each team knows how to work together towards common goals.


Our aim is to improve your Sales and Marketing alignment, remove any silos, drive organisational change, ensure that leads are followed up quickly and effectively, and enable feedback between teams to optimise targeting and messaging.

 
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Five common scenarios meriting a sales & marketing alignment audit

  1. Your sales and marketing teams are not aligned enough and are working in silos

  2. You're not sure how long it takes for a lead to be followed up – or you already know it takes too long but are unsure how to speed things up

  3. Your leads aren't being actioned

  4. You're not sure of the journey a prospect takes once they become a lead and you would like to improve this

  5. You don't have a regular feedback loop between your sales & marketing teams

Just some of the insights you will discover with a sales & marketing alignment audit:

  • How to improve your sales and marketing alignment and get your teams speaking the same language, working to the same goals, and following the same go-to-market strategy
  • How to set up a ‘marketing champions’ program in your sales team
  • How to develop a Sales and Marketing playbook and Service-Level Agreement
  • How to reduce your speed to lead and lead decay
  • Discover what is really happening with the lead hand off between marketing and sales
  • How to create feedback loops between teams to enable bidirectional sharing of key marketplace information
  • How to improve your sales enablement

What Do You Get From Your Sales & Marketing Alignment Audit?

  • Interviews conducted with key members of your Sales and Marketing teams
  • Interview feedback and insights from your Sales and Marketing teams, focused on how to improve the sales and marketing alignment process and resolve any struggles they might be having (this often highlights issues that the teams are not comfortable discussing directly with senior leaders)
  • A sales and marketing playbook and Service-Level Agreement template
  • A 1-hr presentation of key findings and recommendations
  • Results provided in Excel and PDF format
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Who Is The Sales & Marketing Alignment Audit Designed For?

B2B Marketing Leaders

  • B2B Marketing leaders who want to improve their sales and marketing alignment
  • B2B Marketing leaders whose team is generating lead volume that is not converting to closed-won business

Sales/Commercial Leaders

  • Sales/Commercial leaders whose team believes they are not receiving adequate support from Marketing
  • Sales/Commercial leaders who want to improve their sales and marketing alignment

Business Owners and C-Suite

  • Business leaders seeing high levels of turnover and/or underperformance within their Sales and Marketing teams
  • Businesses that haven’t conducted a sales & marketing alignment audit in the past 12 months
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Frequently Asked Questions

Q.Can we just do the analysis ourselves?

Definitely. But we find that while most businesses recognise the value of conducting an audit, and have the best of intentions to do so, the pressures of day-to-day tasks mean it is constantly deprioritised.


We also find that many marketing teams don’t have the experience to be able to run a detailed audit. We have experience of running audits at previous companies and now conduct these for our clients. 


We have the privilege of working with lots of marketing teams like yours so understand some of the pitfalls and associated best practices when it comes to Sales and Marketing alignment. An independent audit allows for us to spot these pitfalls in your own processes. 


We interview your sales and marketing teams to find out what is really going on day to day. We find that having a 3rd party conduct these interviews produces greater honesty from the teams – meaning we get the ‘warts and all’ information required to tackle the real issues within your business. 

Q.How does this differ from the Lead Flow Mapping and Process audit?

The Lead Flow Mapping and Process audit focuses on the lead management element of the Sales and Marketing relationship. Where misalignments between the teams are impacting lead management, that audit will highlight them and recommend how to overcome them. The Sales and Marketing audit is a broader look across all the goals and processes of both teams. The two audits are complementary, and clients often request them to be conducted in tandem.

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What our clients have to say

Audits to Consider Alongside Your Sales & Marketing Alignment Audit

Strategy & Planning

  1. Customer Insight Interviews

Platforms & Processes

  1. Website Audit
  2. Lead Flow Mapping & Process Audit

Demand Generation

  1. Content Marketing Audit
  2. Email Marketing & Automation Audit