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How to Pass the Baton: Integrating Marketing & Sales for Predictable Revenue


Pearl Strategy and Innovation Design recently attended the webinar hosted by Little Bird Marketing on integrating marketing and sales departments for predicting future revenues and here is our take on it.

Summary

Sales and marketing should have shared goals and track specific metrics like number of qualified leads, conversion rates and deal size. When sales and marketing align and communicate effectively, it significantly contributes to achieving revenue goals.

Identifying Common Challenges

  • Sales and marketing face issues of not meeting revenue goals, struggling to convert leads, and experiencing client churn.
  • The issue is both have different goals and are separated traditionally in terms of responsibilities: marketing aims for quantity of Marketing Qualified Leads (MQLs), while sales seeks quality Sales Qualified Leads (SQLs).

Key Performance Indicators (KPIs) for Alignment

  • The volume of SQLs: Focus on the quantity and quality of SQLs, bringing marketing and sales closer to the revenue.