Measure Your Sales and Marketing Alignment Success with CRM

What isn’t tracked can’t be measured.

If you have a CRM solution already, you’ve probably heard this mantra before. If not, remember: “If it’s not in CRM, it doesn’t exist!” Companies live by this mentality for a reason. It isn’t about “Big Brother.”

It’s to ensure the data is in the system to provide them with the greatest source of information to make the best business decisions effectively and efficiently.

Between sales and marketing, there are hundreds of KPIs (key performance indicators) you can implement and track.

You can go report, chart, and dashboard crazy! Solutions like Salesforce and Microsoft Dynamics 365 can slice and dice information any way you want it and create visually stunning dashboards.

Part of creating alignment between sales and marketing is knowing which dashboards are important to you in your role and which are important to share with others.

That could be the number of leads created or qualified or disqualified. (Yes, tracking leads that are disqualified is important as well!) Marketing spends a lot of time and money attracting new leads, and you want to know what marketing efforts work and what efforts aren’t attracting the right leads that don’t fit your profile or are not interested in your products or services.

Tracking marketing attribution is a great way to learn about which of your assets contributed to revenue.

You can attribute to the first touchpoint when a lead came into your CRM, which could be from social media, content syndication, SEO, a webinar or tradeshow, and so on, or spread that revenue over multiple assets to show value and ROI in your efforts.

They may have come from a tweet, but then visited three of your webpages, downloaded an eBook, attended a webinar, viewed a case study, and requested a demo.

Does social media get all the credit, or was it the powerful by sales at the end of the cycle that closed the deal? Or was it a combination of them?

Viewing your opportunity dashboard is equally important to track leads. Your opportunity dashboard will tell you about the number of new opportunities you have and what source campaign can be credited.

This will give you a clear visualization of what competitors you’re consistently matching up against, in addition to the reasons you are winning or losing opportunities.

CRM will help you see why opportunities are being stalled and how marketing can get them back in motion.

These are just a few of the reasons CRM is imperative on the mission to create sales and marketing alignment. CRM helps to improve communication and collaboration between sales and marketing time and time again.

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In one of our newest eBooks, we share insights on how to address common sales and marketing challenges that organizations face today, explain the benefits of and differences between CRM and marketing automation, refining your communication strategy and processes, how to define your target buyer, and much more.

Download your complimentary copy today and learn all about how CRM can be used to align your sales and marketing teams.