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The misalignment of your sales and marketing teams does more damage than you think. The disconnect between marketing and sales goes way back in history, but the business impact is getting worse and is now directly affecting top- and bottom-line performance, according to original research. Aligned to Achieve brings both sides to the table to explore why alignment is so critical, and then provides a concrete action plan for achieving alignment in any company.
Customers don't see marketing and sales--they see a brand, which is one reason misalignment can damage growth and profits even when both departments are achieving team goals. Even if both teams use the same data, research shows the majority of teams have no idea what the other is doing and the result is lost revenue--lots of it. For the first time, two pioneering executives in marketing and sales share their firsthand experience aligning business-to-business organizations in a convenient and comprehensive road map.
Written for real-world use, it tackles the tough objections and common pitfalls to avoid along with the hands-on strategies for improving culture, process, leadership, and technology--all to drive alignment. Every topic is examined in straightforward, jargon-free language and includes insights from the authors as well as today's leading minds and studies. Illustrative case examples demonstrate how strategies unfold in actual practice, and every chapter includes a checklist of things to do, "if you do nothing else," to ensure your organization survives until it can fully align and thrive. This single resource gives you the versatility to spearhead the full alignment of any size organization--in fact, take it into the boardroom with you to confidently:
- Create and lead sales and marketing initiatives proven to inspire teams and increase collaboration
- Build alignment into every process at every level, from corporate leadership down
- Optimize your technology to make customer data your company's currency for growth
The journey of today's buyer has changed as their access to information has increased; their path is no longer linear nor does it follow your sales process. If you don't adapt, you will fail. This new paradigm requires breaking down walls, sharing common goals, and effectively communicating in order to be Aligned to Achieve.
The misalignment of your sales and marketing teams does more damage than you think. The disconnect between marketing and sales goes way back in history, but the business impact is getting worse and is now directly affecting top- and bottom-line performance, according to original research. Aligned to Achieve brings both sides to the table to explore why alignment is so critical, and then provides a concrete action plan for achieving alignment in any company.
Customers don't see marketing and sales--they see a brand, which is one reason misalignment can damage growth and profits even when both departments are achieving team goals. Even if both teams use the same data, research shows the majority of teams have no idea what the other is doing and the result is lost revenue--lots of it. For the first time, two pioneering executives in marketing and sales share their firsthand experience aligning business-to-business organizations in a convenient and comprehensive road map.
Written for real-world use, it tackles the tough objections and common pitfalls to avoid along with the hands-on strategies for improving culture, process, leadership, and technology--all to drive alignment. Every topic is examined in straightforward, jargon-free language and includes insights from the authors as well as today's leading minds and studies. Illustrative case examples demonstrate how strategies unfold in actual practice, and every chapter includes a checklist of things to do, "if you do nothing else," to ensure your organization survives until it can fully align and thrive. This single resource gives you the versatility to spearhead the full alignment of any size organization--in fact, take it into the boardroom with you to confidently:
- Create and lead sales and marketing initiatives proven to inspire teams and increase collaboration
- Build alignment into every process at every level, from corporate leadership down
- Optimize your technology to make customer data your company's currency for growth
The journey of today's buyer has changed as their access to information has increased; their path is no longer linear nor does it follow your sales process. If you don't adapt, you will fail. This new paradigm requires breaking down walls, sharing common goals, and effectively communicating in order to be Aligned to Achieve.
TRACY EILER has been driving marketing strategy at technology companies for 25 years. She is the chief marketing officer at InsideView, where she leads the company's end-to-end marketing strategy to help sales and marketing leaders grow revenue. Tracy was recently named a B2B Demand Marketing Game Changer, and included in the Top 20 Women to Watch in Sales Lead Management, and Top 30 Most Influential Women in B2B Marketing Technology.
ANDREA AUSTIN has been building high-performance, customer-focused teams that capture sustainable growth for over 20 [...] is the vice president of enterprise sales at InsideView, where her passion for collaboration fosters a climate that inspires sales and customer success teams to challenge the status-quo. Andrea has been named a leading sales mentor by Women in Sales North America.
Foreword xi
Chapter 1 Why Align? 1
Misalignment Stalls Your Path to Growth 2
Misalignment Leads to Mistrust and Hostility 3
Here's What We've Seen-and Why We're Devoted to Changing It 5
Misalignment Is Getting Worse and Here's Why 13
What It Takes to Align 15
What to Expect from This Book 18
Chapter 2 Get Those Cultural Obstacles out of Your Way 19
Alignment Must Be a CEO-Driven Initiative 20
Recognize Your Differences as You Build Your Alignment Strategy 25
Get Ready for These Common Objections to Alignment 34
Translating Culture into Growth-Driving Behaviors 42
If You Do Nothing Else About Culture, Do These Things 45
Chapter 3 Build Alignment into Every Process 47
Process Is Where Your Culture Hits the Road (It's a Bumpy One) 48
Creating Your Customer Engagement Strategy 48
Alignment Process Fundamentals 52
Don't Just Change Processes, Rebuild Them to Support Alignment 54
If You Do Nothing Else About Process, Do These Things 71
Chapter 4 An Aligned Organization Requires a Different Kind of Leader 73
Is Alignment Obvious or Is It a Stretch Goal? 74
Attributes of an Aligned Leader 75
What Makes a Good Leader in an Aligned Organization? 87
If You Do Nothing Else About Leadership, Do These Things 92
Chapter 5 Data Is the Great Equalizer of Alignment 93
More Data from More Sources 94
Data Is the Currency of Growth 99
Determining Data's Value 102
Maintaining Your Data's Health 106
Establish Your Starting Point 107
Data's Role across the Customer Journey 112
Data Is the Great Equalizer 117
If You Do Nothing Else About Data, Do These Things 118
Chapter 6 Push Alignment Beyond Sales and Marketing and into the CIO's Office 119
Technology Is Shifting Faster than You 120
View Technology as a Tool, Not a Silver Bullet 123
Technology Should Support Your Data Strategy 123
Keep Your Eye on Alignment 125
Building an Alignment-Optimized Tech Stack 130
Getting Your Budget In Order 135
Remember That Technology Should Enable, Not Detract 135
Where IT Fits in an Aligned Organization 136
Collusion Is Such a Dirty Word, but It Works 140
If You Do Nothing Else About Technology, Do These Things 141
Chapter 7 Cracking the Code of Alignment 143
Uncovering the Roots of Misalignment 144
Challenges to Alignment 146
What Separates Alignment Leaders and Laggards 147
At Least We Can All Be Friends 153
If You Do Nothing Else About Understanding Your Misalignment, Do These Things 155
Chapter 8 Leading-Edge Concepts for Reaching Complete Alignment 157
Prepare for What's Next 158
Prediction #1-The Rise of the Consultative Seller 159
Prediction #2-Millennials Have a Major Impact 161
Prediction #3-Cross-Training Becomes Imperative 162
Prediction #4-Academia Catches Up 166
Prediction #5-Marketing Compensation Gets Tied to Pipeline 166
Prediction #6-Account-Based Everything Becomes a Top Priority 167
Prediction #7-Customer Data Strategy Rises in Importance 170
Expect Alignment to Continue Its Expansion 172
Prepare Your Team for Tomorrow, but Start Cheering Them on Today 173
If You Do Nothing Else About Alignment, Do These Things 174
Acknowledgments 177
Index 179
| Erscheinungsjahr: | 2016 |
|---|---|
| Fachbereich: | Management |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: | Gebunden |
| ISBN-13: | 9781119291756 |
| ISBN-10: | 1119291755 |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: |
Eiler, Tracy
Austin, Andrea |
| Hersteller: | Wiley |
| Verantwortliche Person für die EU: | Produktsicherheitsverantwortliche/r, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de |
| Maße: | 222 x 145 x 15 mm |
| Von/Mit: | Tracy Eiler (u. a.) |
| Erscheinungsdatum: | 26.09.2016 |
| Gewicht: | 0,401 kg |
TRACY EILER has been driving marketing strategy at technology companies for 25 years. She is the chief marketing officer at InsideView, where she leads the company's end-to-end marketing strategy to help sales and marketing leaders grow revenue. Tracy was recently named a B2B Demand Marketing Game Changer, and included in the Top 20 Women to Watch in Sales Lead Management, and Top 30 Most Influential Women in B2B Marketing Technology.
ANDREA AUSTIN has been building high-performance, customer-focused teams that capture sustainable growth for over 20 [...] is the vice president of enterprise sales at InsideView, where her passion for collaboration fosters a climate that inspires sales and customer success teams to challenge the status-quo. Andrea has been named a leading sales mentor by Women in Sales North America.
Foreword xi
Chapter 1 Why Align? 1
Misalignment Stalls Your Path to Growth 2
Misalignment Leads to Mistrust and Hostility 3
Here's What We've Seen-and Why We're Devoted to Changing It 5
Misalignment Is Getting Worse and Here's Why 13
What It Takes to Align 15
What to Expect from This Book 18
Chapter 2 Get Those Cultural Obstacles out of Your Way 19
Alignment Must Be a CEO-Driven Initiative 20
Recognize Your Differences as You Build Your Alignment Strategy 25
Get Ready for These Common Objections to Alignment 34
Translating Culture into Growth-Driving Behaviors 42
If You Do Nothing Else About Culture, Do These Things 45
Chapter 3 Build Alignment into Every Process 47
Process Is Where Your Culture Hits the Road (It's a Bumpy One) 48
Creating Your Customer Engagement Strategy 48
Alignment Process Fundamentals 52
Don't Just Change Processes, Rebuild Them to Support Alignment 54
If You Do Nothing Else About Process, Do These Things 71
Chapter 4 An Aligned Organization Requires a Different Kind of Leader 73
Is Alignment Obvious or Is It a Stretch Goal? 74
Attributes of an Aligned Leader 75
What Makes a Good Leader in an Aligned Organization? 87
If You Do Nothing Else About Leadership, Do These Things 92
Chapter 5 Data Is the Great Equalizer of Alignment 93
More Data from More Sources 94
Data Is the Currency of Growth 99
Determining Data's Value 102
Maintaining Your Data's Health 106
Establish Your Starting Point 107
Data's Role across the Customer Journey 112
Data Is the Great Equalizer 117
If You Do Nothing Else About Data, Do These Things 118
Chapter 6 Push Alignment Beyond Sales and Marketing and into the CIO's Office 119
Technology Is Shifting Faster than You 120
View Technology as a Tool, Not a Silver Bullet 123
Technology Should Support Your Data Strategy 123
Keep Your Eye on Alignment 125
Building an Alignment-Optimized Tech Stack 130
Getting Your Budget In Order 135
Remember That Technology Should Enable, Not Detract 135
Where IT Fits in an Aligned Organization 136
Collusion Is Such a Dirty Word, but It Works 140
If You Do Nothing Else About Technology, Do These Things 141
Chapter 7 Cracking the Code of Alignment 143
Uncovering the Roots of Misalignment 144
Challenges to Alignment 146
What Separates Alignment Leaders and Laggards 147
At Least We Can All Be Friends 153
If You Do Nothing Else About Understanding Your Misalignment, Do These Things 155
Chapter 8 Leading-Edge Concepts for Reaching Complete Alignment 157
Prepare for What's Next 158
Prediction #1-The Rise of the Consultative Seller 159
Prediction #2-Millennials Have a Major Impact 161
Prediction #3-Cross-Training Becomes Imperative 162
Prediction #4-Academia Catches Up 166
Prediction #5-Marketing Compensation Gets Tied to Pipeline 166
Prediction #6-Account-Based Everything Becomes a Top Priority 167
Prediction #7-Customer Data Strategy Rises in Importance 170
Expect Alignment to Continue Its Expansion 172
Prepare Your Team for Tomorrow, but Start Cheering Them on Today 173
If You Do Nothing Else About Alignment, Do These Things 174
Acknowledgments 177
Index 179
| Erscheinungsjahr: | 2016 |
|---|---|
| Fachbereich: | Management |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: | Gebunden |
| ISBN-13: | 9781119291756 |
| ISBN-10: | 1119291755 |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: |
Eiler, Tracy
Austin, Andrea |
| Hersteller: | Wiley |
| Verantwortliche Person für die EU: | Produktsicherheitsverantwortliche/r, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de |
| Maße: | 222 x 145 x 15 mm |
| Von/Mit: | Tracy Eiler (u. a.) |
| Erscheinungsdatum: | 26.09.2016 |
| Gewicht: | 0,401 kg |
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