We recently surveyed nearly 800 sales managers and reps to better understand what they need to succeed in 2018.
The top needs identified to create more demand were account-based marketing, increased brand awareness and better qualified marketing-generated opportunities. All of which require considerable marketing resources and alignment to execute.
As you begin your sales planning process for 2018, be sure to involve marketing. Traditionally, sales and marketing alignment focused on process issues, such as when to hand-off a lead from one function to the next.
As buyer behavior has shifted, the need for alignment in additional areas such as messaging, integrated goals, support roles and responsibilities have become even more essential for success. This is especially true for activities such as account-based marketing. Strategic planning is the perfect opportunity to initiate this higher level of interdependence and alignment.