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How to align B2B sales and marketing teams



How to align B2B sales and marketing teams

“Misalignment between marketing and sales teams is a trillion-dollar problem for B2B revenue teams,” said Julianne Thompson, director of sales development at revenue acceleration platform Drift, in a recent webinar. “There are a few key factors that led to this divide: sales reps not knowing how to service the appropriate content in sales deals, a lack of tracking for that content’s effectiveness, and wasted time on unproductive prospecting.”

She added, “While marketing and sales funnels are becoming more complex, it’s common that these two teams have trouble seeing eye to eye.”

Marketing teams have traditionally been accountable for leads and sales teams are commonly accountable for revenue. But, with such distinct divides in focus, this can often lead to discrepancies in planning and execution.

To help address this issue, Thompson and Meghan Flannery of Drift provided some tactics about how to align these two teams and, in turn, meet brand revenue goals.

Create shared goals

“We are now [living] in the ‘revenue era,’ where digital is no longer just a channel — it’s your entire brand experience,” said Thompson. “Marketing and sales now share the same goals. They’re both focused on driving revenue and improving the customer experience.”

Source: Julianne Thompson

Ongoing digital transformation moved brands from the low-tech brand era to the digital assimilation of the demand generation era. Brand success became more dependent on leads, which eventually led to a stark division between sales and marketing teams.

Now, accelerated transformation due to new technologies and changing customer expectations — spurred on by the 2020 pandemic — have brought these teams together once again.


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“Buyers have come to expect real-time marketing and sales engagements,” Thompson said. “With this, the teams are aligned around the same goal, which is revenue.”

To effectively quantify these revenue targets, marketers and salespeople should align on specific KPIs. Here are some options Thompson and Flannery recommend:

  • Scheduled or held conversations.
  • Generated interest.
  • Annual recurring revenue.
  • Upsells and expansion.

Collaborate on strategy and planning

Once KPIs and revenue generation goals are set, sales and marketing teams can begin collaborating on deployment strategies. Flannery highlighted what her organization does to keep these teams aligned: “We have weekly meetings for the marketing team, SDR team, AE team, and partner team. These are the four teams that are mapped to the revenue goal, which are broken down by segments.”

marketing and sales collaboration plan
Source: Meghan Flannery

Each of these vital teams reports on growth and compares its performance with the other groups. This constant communication and collaboration helps ensure processes are working together and address any potential discrepancies.

Aside from collaboration and planning, Flannery recommends marketers and salespeople break down tactics for each segment using target accounts and ABM accounts, or one-to-many targeting and one-to-one targeting. This division of responsibilities plays to each group’s strengths and can help increase customer engagement.

sales and marketing outreach segments
Source: Meghan Flannery

Implement tools that bridge the marketing and sales gaps

30% of all sales activities can be automated, according to data from McKinsey. Therefore, marketing and sales teams would be wise to take advantage of the alignment and engagement solutions they offer.

“What we’re trying to do is understand how we can automate certain parts of the process without taking anything away from the personalization,” said Thompson.

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Her team uses sales engagement technologies to deploy persona-based automation that can perform tasks such as enrolling target audiences for events or sending personalized messages. These solutions can help marketing and sales teams improve outreach efforts.

On the marketing side, Flannery recommends marketers employ marketing technologies — such as ABM platforms, lead scoring software, or predictive modeling — to help pass better leads to their sales teams. These offer deeper, more actionable insights for sales teams.

Brands should also make sure each team adheres to designated outcomes to prevent arguments over tools, according to Flannery: “We spend a lot of time to make sure that we have the same end goal so there’s no fighting over what tech is used.”

As sales and marketing learn to trust each other in their respective processes, there will most likely be fewer conflicts. And this trust, when cultivated over time, can help build successful campaigns.

Watch this webinar presentation at Digital Marketing Depot.


About The Author

Corey Patterson is an Editor for MarTech and Search Engine Land. With a background in SEO, content marketing, and journalism, he covers SEO and PPC to help marketers improve their campaigns.

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Excellent Tips To Optimize Your Sales Funnel With The Help Of Heatmap Tools



Excellent Tips To Optimize Your Sales Funnel With The Help Of Heatmap Tools

The lives of enterprises are growing increasingly tough as people’s lifestyles change. People are increasingly turning to internet retailers to meet their needs, resulting in increased market rivalry.

Continuous conversion funnel and conversion rate optimization have become critical for the successful functioning of online enterprises, which is no longer as simple as it may appear.

Don’t worry, you can learn how to perform this optimization procedure quickly and easily with the help of heatmap tools in the sections below.

A few words about the conversion funnel

The conversion funnel depicts the journey from a casual visitor to a paying customer. Consider it a funnel or filter through which all of your visitors pass, with just the consumers emerging at the other end.

It’s vital to remember that just 4-9% of your visitors will make it to the end of the funnel on average, so don’t be alarmed if your measures reveal that you have considerably fewer customers than visitors. This is very normal.

There are three parts of the conversion funnel:

However, various tactics must be used in each part. It makes no difference whether you use a top-down or bottom-up marketing strategy or analytic procedure.


If you don’t take these factors into consideration, you’ve already committed the most basic mistake in the optimization process.

You can find a different segment in each stage.

Simple visitors are found in the top funnel. They may have arrived with the goal of making a purchase, but they could also want to read your blog post. Of course, even if they didn’t mean to, you want them to purchase from you.

Because this stage comprises a huge number of people, you must pay special care to pique their interest and establish confidence. You risk failing at the first hurdle if you don’t examine these variables.

People that are interested in your goods and are familiar with you and your purpose are generally present in the middle part. This is one of the most difficult assignments since it has the highest chance of failure.

Information retrieval is frequently the most important aspect of this stage of the conversion funnel. Your prospective clients will compare you to your competition and seek reviews and information.

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People that wish to buy your goods are in the bottom funnel. They have already made a choice, nevertheless, a terrible action might cause them to reconsider.

Here, strive for genuineness. You must structure everything so that potential purchasers are not put off from making a purchase.


But how you can optimize these stages? What analytics tool do you have to use and how?

Let’s see the answer.

Heatmap tools in the optimization process

Let’s take a look at how it works in practice now that we’ve gone over the basic components and functionalities.

Continuous measuring is a necessary aspect of the procedure. Unfortunately, the procedure cannot be carried out successfully without it.

When you think about analytics, you probably think of a big chart or a lot of statistics, but you’ll need a far more creative and efficient approach here. Heatmaps are a good way to do this.

Heatmap analysis is a method for determining how effective a website is. You may use heatmaps to see how your visitors interact with your website, which subpages they visit, and which buttons they click.

Warm colors indicate high-performing areas of your website, whereas cold colors indicate low-performing elements. If you want to optimize your conversion funnel, you’ll need this information.


But, because you’re probably curious about how heatmap tools may be used in the optimization process, let’s get right in.

Upper funnel part

You must reach three elements at the top of the funnel:

  • A structure that is visible
  • Content of high quality
  • Personal information

Let’s get this party started. You must offer your website a clear structure in order for your visitors to spend more time on it and not depart after a few seconds.

We suggest that you examine the most popular portions of your website with heatmaps and then put each of the key subpages accordingly. This is significant because you may post them in a location where your visitors will be likely to locate them.

Also, keep in mind that these visitors will most likely arrive at your landing page first. You must only list subpages that are relevant to the upper funnel group.

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Using heatmaps to discover these might also be a useful approach to do so since the analysis will reveal which pages you visit frequently. You can rely on this information.

You should disclose as much information about yourself as possible at this point of the conversion funnel. You should be able to tell who you are, what your aim is, and what you’re dealing with right away on the landing page.

By doing so, you establish trust and assist your visitors in becoming prospective clients from the start. But where should you store this data?

Don’t worry, a heatmap will tell you all you need to know.


When it comes to optimizing your upper funnel, one last thing to think about is displaying high-quality content. Based on the facts you provide, visitors may figure out what you’re doing and how you evaluate your items. But how can they be sure it’s true?

Share some blog post data about you and your items on your landing page to give your visitors the impression that you’re speaking the truth.

If you don’t want this to happen, create a subpage on your blog where your readers may find these articles.

Feel free to utilize a heatmap to assist you to put this as well, since this will allow you to place your blog’s subpage in the best possible location.

As you can see, improving the top of your conversion funnel is a quite involved procedure. However, don’t panic you’ve already completed the most difficult of the three sections.

Middle funnel part

The deeper down the conversion funnel you go, the more specialized work you’ll have to undertake. This implies that while the number of jobs you have will reduce, you will have to cope with an increasing number of them.

Visitors have already turned into prospective consumers by the time they reach the middle stage. In this step, the most crucial thing is to persuade them to buy your goods.

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In this instance, there are two little things you should keep in mind:

  • Your products’ location
  • Building a foundation of trust

Use heatmap tools to make some basic analysis before you cut into it.

Determine which of your items is the most popular. Put these items or services near the top of your subpage so that potential purchasers don’t have to scroll too far to locate them.

We have the items and have been provided everything we need to purchase them. What may the issue be?

The danger. When making purchases, keep in mind that this influence is constantly there.

Make a scroll heatmap analysis of your website and put customer reviews depending on the measurement to remove this.

The scroll heatmap displays how long customers spend scrolling across your website, allowing you to strategically post reviews. This will lower the perceived risk and make it easier for your goods to be added to the cart.

Lower funnel part

Your product is already in the cart at the bottom of the funnel. The only thing that separates a potential buyer from being a buyer is this one stage. What kind of issue might arise?

If a potential buyer refuses to buy or cannot pay, the response is straightforward.

In the study of the cart, the use of heatmap tools is quite important. Examine how your customers utilize your cart, where they frequently click, and what they do.


Based on this data, you can set the payment CTA in the appropriate location and provide a clear, safe structure to your cart. If you want your conversion funnel to be well-optimized, these criteria are critical.

Also, make sure to include cash-on-delivery, as some consumers are still wary of online payment methods.


Heatmap tools are used throughout the conversion funnel optimization process, as you can see. Do not begin the procedure in any way unless you have this tool.

Other measuring methods, such as session replays, can, of course, be used in addition to a heatmap. This can also improve process efficiency.

We hope we can help.

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