Put marketing at the center of your enterprise. Synaxis is a marketing and branding consultancy dedicated to helping its clients increase brand awareness, improve sales tools, and increase qualified sales leads.

Sales and Marketing Alignment

Challenge

As the key pre-delivery areas, sales and marketing are essential and interrelated parts of the revenue generation process. When sales and marketing work together, revenue generation is greatly enhanced. Yet, these groups often work isolated from each other, pursuing different goals and approaches to the overall process of generating revenue. When they do interact to hand off leads, it’s often ineffective or even conflict-ridden. Poor lead hand-off between sales and marketing can reduce revenue and increase costs.

Solution

Sales and marketing alignment seeks to connect these isolated departments to each other. This typically takes the form of determining the processes, procedures, and definitions that make up the marketing-to-sales lead hand-off. When marketing and sales share the same understanding of which leads are sales-ready, the pipeline can be executed much more efficiently. In this sense, each department is left to its own devices, except where they interact with each other.

Synaxis Solution

This solution is good as far as it goes. The result of this solution is to enhance the efficiency of the interaction, but it doesn’t address the efficiency of each department. At Synaxis, we improve this approach by aligning both marketing and sales to the customer. When this happens, all the processes in these department become naturally aligned with each other. In addition, each group becomes more efficient and more focused on the client. Customer-centered thinking starts with understanding the audiences and their needs, rather than considering them as potential deals. This means that the revenue generation process at your company is oriented to creating value for your customer, even before they are your customer at all.

Benefits

When sales and marketing processes are aligned, the entire revenue generation system operates more efficiently. Fewer leads are lost, more deals are closed faster, fewer salespeople are needed, and revenue is increased.

Approach

In order to align your sales and marketing processes, we start with the customers. First, we identify your audiences and learn about their needs and goals. Sometimes, this requires market research to get an accurate understanding. There are many methods for gathering this kind of research based on the time and investment allowed. Regardless of the method, learning about the reality of the situation is important to achieving good results.

Based on this understanding, we analyze the sales and marketing processes to determine which ones are customer-focused. With this gap analysis in hand, we can identify areas for improvement, both for how the departments function internally and for how they can interact for the good of the customer.

Based on this analysis we can create a plan for re-orienting the departments and their processes to your customers. Frequently, this alignment will require re-executing materials or creating new materials, especially if your demand generation, lead nurturing, or sales support tools are not useful for your customers. Regardless of the particular tactics, we work with you to implement the new tools effectively. This usually involves training and internal communications. Once the new systems are in place, we help you track results and make changes, if required.

Services

  • Sales pipeline modeling
  • Marketing assessment
  • Sales assessment
  • Universal lead definition
  • Marketing process mapping
  • Sales process mapping
  • System rollout and training
  • Dashboards and metrics

For more information, or to discuss your needs, just contact us.