LEADERSHIP
“ The challenge seems to be when marketing optimises more for success with classic Marketing Qualified Leads( MQLs) in these efforts than for what drives sales conversion and optimising for that instead.” When sales and marketing goals are misaligned, it can create problems further down the funnel – with Sales Qualified Leads( SQLs) failing to materialise.“ The organisations pulling ahead are creating clearer ownership around priority accounts while aligning teams around shared goals,” Jennifer says.“ There is no distinction with MQL vs. SQL. There is just‘ did we grow that account or not?’” According to Carol,“ the transparency of the shared revenue achievement target was the most positive evolution of the relationship between the teams”, with marketing becoming a“ source of actionable insight”.“ Marketing and Sales must share revenue objectives to ensure alignment, but marketing campaign activity requires multi-quarter implementation and commitment,” she says.“ Successful CMOs are using data-driven analysis in-quarter to increase trust with sales partners and ensure that any short-term revenue challenges do not impact longer-term business transformation campaigns.”
Consistency across touchpoints For Jennifer, one of the biggest things she’ s seen B2B buyers looking for is consistency.
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