MISALIGNMENT ACROSS MARKETING, SALES AND CUSTOMER SUCCESS
The reason your marketing, sales and customer success teams may not be aligned relates to the process of scaling.
Even before you hire your first salesperson, there is just one role: growth. It combines both sales and marketing, and it’s run by a tiny team with the same objectives and priorities, and a pretty tight budget. (Think pre-seed round and three to seven people in total.)
STRUCTURING MARKETING, SALES AND CUSTOMER SUCCESS TEAMS THE RIGHT WAY
As a company gets bigger and reaches five to 20 employees in size, the growth team splits into sales and marketing, which each having a different set of goals and metrics that are usually independent of each other. And these teams are run by people who often don’t collaborate. They gradually lose sight of the bigger picture in the company.
And why should they really care?
HOW TO ALIGN MARKETING, SALES AND CUSTOMER SUCCESS (WITHOUT WASTING TIME ON FINGER-POINTING)
Before we dive into the strategy of aligning teams, here are a few practical tips you can easily implement:
Streamline your communication with a shared Google Drive and Dropbox.
Organize events (e.g., book clubs, baseball teams, lunches) to build stronger relationships between team members.
Set regular meetings to work together—for example, to work on creating a better rapport with high-value buyers.
WHAT PEOPLE ARE SAYING ABOUT ME
5 minutes with Sergey and I was thinking to myself: 'wow, this guy has a really fresh approach to growth marketing.' He's that rare bird who is data-driven but creatively inspired, and very tech-savvy. He is disrupting the typical '6 Ps of Marketing' as well.
He took his passion for growth marketing to the streets and very quickly built a brand for himself. Using a combination of curiosity and data, Sergey explores many topics most growth marketers wouldn't touch without years of experience.
- Nathan Monk, Director, Growth at MaRS