20 Questionsto Identify if YourSales & MarketingTeams are Aligned
How Well Do Sales and Marketing WorkTogether?The Smarketing (Sales Marketing) Grader and ScaleAsk your sales and marketing teams to take this quiz to evaluate each of the followingstatements on a scale of 1 to 5, where 1 is “strongly disagree” and 5 is “strongly agree.”Tally the numbers, and use the scoring scale to help determine the kind of relationshipyour sales and marketing teams have today. The higher the score, the more integrated therelationship.To get the clearest picture of your Sales and Marketing situation, we encourage you to haveboth leadership and staff take the quiz. You might be surprised to see how perceptions differnot only between teams but also between individual players.220 Questions To Identify If Your Sales & Marketing Teams Are Aligned
SMARKETING GR ree(1)(2)(3)(4)(5)Team Culture1Our actual sales figures are usually close to the salesforecast.2If things go wrong, or results are disappointing,neither Sales or Marketing teams point fingers orblame the other.3Our Sales people believe the collateral supplied byMarketing is a valuable tool to help them get moresales.4The Sales team willingly cooperates in supplyingfeedback requested by Marketing.5When Sales and Marketing meet, they do not needto spend much time on dispute resolution and crisismanagement.6Sales and Marketing manage and execute theiractivities in parallel with a clearly defined companybrand story, mission, vision, purpose, and value set.7Sales and Marketing report to a single C-levelexecutive equivalent to Chief Revenue Officer or aChief Customer Officer.8Sales and Marketing are both rewardedequally according to similar metrics or are bothcompensated based on revenue generation.9Sales and Marketing jointly develop anddeploy training programs, events, and learningopportunities for their respective staff.10 Marketing and Sales hold regular accountabilitymeetings where they jointly review the sales andmarketing pipeline and marketing campaign metricstogether.Continue on the Next Page320 Questions To Identify If Your Sales & Marketing Teams Are Aligned
SMARKETING GR ree(1)(2)(3)(4)(5)Systems & Processes11 There is a common language between Sales andMarketing, and all agree on the definitions of MQL,SQL, Opportunities, etc.12 Sales and Marketing are committed to the consistentuse of a single CRM and marketing automationsoftware.13 Marketing makes a significant contributionto analyzing data from the sales funnel andcommunicates that data with Sales to effectivelyimprove funnel predictability and sales outcome.14 The Marketing to Sales handoff and Sales toMarketing handback points are clearly defined,monitored, and maintained.Activities15 Sales and Marketing regularly confer to discussthought leadership topics, industry trends, andbuyer pain points.16 Sales and Marketing work closely together to definesegment buying behavior.17 Marketing people often meet with key customersduring the sales process.18 Marketing solicits participation from Sales indrafting marketing plans.19 Marketing and Sales actively participate in definingand executing sales strategies.20 Sales and Marketing actively participate in thepreparation and presentation of each other’s plansto leadership.Tally up your answers: Smarketing score:420 Questions To Identify If Your Sales & Marketing Teams Are Aligned
SMARKETING SC ALEHow Does Your Company Line Up?Tally up your scores and use this grading tool to see where your company’s Sales and Marketing teams fall onwhat we like to call the Smarketing Scale (Sales Marketing, get it?). Depending on your score, you can identifywhether your problems are stemming from culture, systems and processes, or activities.100100 Smarketing AchievedYou are Smarketing Rockstars! At your company, you can’t distinguish between your sales and marketing teams.Everyone is on the same team, driving toward the same goal—increasing revenue— and you’re continuously innovating,encouraging and motivating each other to become the best team you possibly can. Keep up the amazing work.76-99 AlignedYou’re killing it! The Alignment MVPs. You have closed the many gaps so many marketing and sales teams face today.But there is always room for improvement, after all your team didn’t score themselves a 100! This is where the hardestwork happens as it is the fine tweaking that you are working on now to take Your teams to the next level. Take sometime to sit down with your team and celebrate all the things you are doing well. Then spend some time addressing whattweaks you could do to make you absolutely best in class when it comes to marketing and sales alignment.51-75 Connected50Nice job! Very few teams are working with as few gaps as your sales and marketing teams. But there are still somegaps that you could tackle together. It’s time to really get serious about joining forces and aligning. You could considercombining your sales and marketing check in meetings, and/or combining the sales and marketing budgets.Whatever it is, you’re on your way, but don’t stop now. Full alignment is where you will see the biggest impact.26-50 DividedOkay, so there are some good things happening here between your two teams, but most of the time, you’re divided.Review the few wins that you’ve had as a collective team and come up with a plan to expand on those wins, so you canbecome a more aligned team.1-25 World’s Apart05It sounds like there might be more of a canyon (than a gap) between sales and marketing in your organization. It’s timeto get both of your teams aligned and figure out how to get them working together so your entire company wins. Sitdown and review the questionnaire together so you’re all on the same page of where the gaps are and how you canmove forward.20 Questions To Identify If Your Sales & Marketing Teams Are Aligned
So now what?We have TWO options for you!1. Download our Sales & Marketing Alignment ChecklistBased on your Smarking Grader results, review the areas where you scored the lowest andgo to those areas on our checklist to begin to get your marketing and sales team closer to aunified Smarketing Team.Download Here2. Download our 10 Questions to Ask an Outsourced Sales and Marketing Alignment FirmYou now know where there are gaps, you know in theory what needs to be done. Butyou know you need help to either get on the right path or to help fill those gaps in yoursmarketing processes. Finding the right agency to come alongside your marketing andsales teams will be critical. We have put together 10 questions to ask a potential Sales &Marketing Firm.Download Here620 Questions To Identify If Your Sales & Marketing Teams Are Aligned
2 20 Questions To Identify If Your Sales & Marketing Teams Are Aligned How Well Do Sales and Marketing Work Together? The Smarketing (Sales Marketing) Grader and Scale Ask your sales and marketing teams to take this quiz to evaluate each of the following statements on a scale of 1 to 5, where 1 is "strongly disagree" and 5 is "strongly .
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