The Importance of Aligning Marketing and Sales


While it may be true that a business is made up of many different parts, from your Human Resources department to your Finance and Accounting, for your MSP to work effectively there must be cohesion and unity. The two departments must also work in tandem. Too often MSPs, be it inadvertently or consciously, will silo their marketing and sales departments, believing that one is there to sell and the other to market. While, yes, this does ring true (the clue’s in the name), it’s important to have a more holistic approach to the way in which your business is run, how it functions, and how you ultimately aim to achieve your goals. 

Marketing and Sales are, effectively, there to boost revenue, profits, and exposure. For these teams to be able to work effectively, they must leverage one another, use their teammates’ findings as additional resources and work in unison to drive the business forward as a whole. When considering marketing collateral, sales should always be in mind. As a marketing department, you should be asking yourself things like: “will this help sales clinch a deal?” or “could this support the sales team in approaching new markets?” - whatever the question may be, making the job of your sales team easier should be a driving force behind the topics you cover, and the way in which you create your content. This is especially true for MSPs, as you will be dealing with an array of different, complex solutions which can be difficult to explain to new customers. Therefore, it is essential that your marketing efforts are making this task as simple as possible for the sales team.

Why Marketing and Sales Should Be Viewed Through a Single Pane of Glass

Marketing and sales underpin the very foundation of your MSP. If either is improperly invested in or supported, ultimately it will be your bottom line that pays the price. In fact, on average, businesses spend 5% of their total business turnover on marketing, outlining its importance. It is essential that businesses align their marketing and sales efforts as, failing to do so, your business will suffer:

  • Misalignment between sales and marketing costs B2B companies 10% or more of revenue loss annually.

  • Sales and marketing alignment can help businesses become 67% better at closing deals.

  • "Tightly aligned" companies achieve 24% faster three-year revenue growth and 27% faster three-year profit growth.

  • 1 in 4 companies say their sales and marketing teams are either "misaligned" or "rarely aligned."

The success of your MSP could very well hinge on your ability to align marketing and sales, and to ensure that both departments are singing from the same hymn sheet. Regardless of the product, your sales team is going to struggle to sell it without the proper marketing collateral to support it. Similarly, marketing can only take your MSP so far, your sales team needs to be able to turn your marketing into profit. It’s time to view marketing and sales as one collaborative team, rather than two separate entities. Can Show You the Way

While change is important, especially in business, it can be challenging. A shift to a more holistic approach throughout your MSP will take time, effort, and resources, but can equip you with the tools you need to drive business growth. To learn more, check out our latest eBook, and take that first step to achieving your business goals.


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