The modern B2B buyer journey has become complex. With teams located across the country and around the world, today’s companies need to be thinking of the new online, digital world. It’s time to improve online communication with remote teams so that the entire company can benefit.
Today, there is an average of 5.4 stakeholders involved in any given sale. On top of that, buyers are much more educated – 90% of the buying process is over before a salesperson talks to a lead.
As a result, sales teams are now leaning heavily on marketing teams to produce content that helps them tell a story, communicate value, and ultimately move the lead down the funnel from prospect to paying customer.
Companies that have adapted to this change are seeing real bottom line benefits:
- Aligned organizations achieved an average of 32% annual revenue growth while less aligned companies reported an average 7% decline in revenue – Forrester Research
- Organizations with tightly-aligned sales and marketing had 36% higher customer retention rates and achieved 38% higher sales win rates – MarketingProfs
- B2B organizations with tightly aligned sales and marketing operations achieved 24% faster growth and 27% faster profit growth over a three year period – Sirius Decisions
That’s why SnappApp polled a team of communications experts to find out how they improve sales and marketing alignment. Among those interviewed was Holly Chessman, VP of Marketing at Glance Networks.
How to improve online communication with remote teams and the entire company
Here’s what Holly had to say about improving online communication with remote teams and across the organization:
For those struggling to align their sales and marketing team, I recommend:
1: Open channels of communication: It doesn’t matter if you’re working in the same room or using visual engagement tools like video and cobrowsing to connect across a distance. Meet on a regular basis, talk about the best ways to achieve company goals together, and work as a single unit. Remember, the ultimate result both teams should be working for is growing customer presence.
2: Set specific goals: If you don’t know what you’re working towards, you’ll never achieve your goals. Don’t just talk about click-throughs or open rates. You need to understand how it all fits together – set goals that take you from the beginning of the marketing process through the close of the deal.
3: Centralize your data: Use a single data source for all of your lists, recording your activities, and reporting on results. If each team is using a different data source, you’ll never be able to understand the end-to-end process or how to continually improve it.
More wisdom about cross-team collaboration
Want to see what the other experts had to say about the matter? Read the full article on the SnapApp blog: Sales and Marketing Alignment: 45 Experts Explain How To Connect The Dots.
Ready to learn how cobrowsing can benefit your organization, improving communication with remote teams and customers?
About Glance Networks
Glance helps enterprise organizations create the ultimate customer experience with smart, omni-channel visual engagement solutions based around integrated cobrowse, screen share, and one-way agent video. We are one of the world’s simplest, most reliable and secure platforms that enable companies to see, show and share anything online, creating a frictionless path to great experiences in sales, support and customer service. The result is improved customer satisfaction and loyalty, increased revenue growth and operational savings. From financial services and healthcare to retail and travel and leisure, even the most advanced technology and SaaS organizations – we transform the customer experience for today’s business. Learn More »