Customer Experience Drives Sales and Marketing Alignment
- AUTHOR Jay Jennison
- June 7, 2013
- No Comments
I recently found my way to another great Forbes article that expands on an earlier blog post focusing on the evolving customer experience and sales process. That post concluded that it is important for sales and marketing to productive align in order to adapt to this changing sales process. This new Forbes article “Sales and Marketing Alignment Begins with the Customer Experience” takes us one step further down the rabbit hole to understand how we achieve this sales and marketing alignment. As mentioned in my last blog post, this alignment begins first with visibility and confidence in the data so there are no questions as to what each departments contributions are.
That being said this new Forbes article purports that sales and marketing alignment is also dependent on a favorable relationship between sales/marketing AND the customer. As the sales process continually evolves and buyers continue to conduct their own research on solutions and self qualify themselves to vendors, the importance of the customer experience increases. Sales people no longer have the leverage over a prospect by acting as the source of knowledge and truth about a product. Therefore, when a prospect finally does reach out to vendor it is extremely important that their be chemistry and trust exhibited, so as to not erode the deal. This Forbes article poses an interesting question that I think is worth mentioning: In you customer interactions is the buyer being viewed as a partner or not? This was striking to think about in my own context.
At Full Circle Insights we have great sale sand marketing alignment not only because we have great visibility and understanding of sales and marketing data because we use our own application (thanks Full Circle Insights), but also because we view our relationship with every customer as a true partnership. Success for you reflects well on our team and our product and this partnership allows us to understand your needs and effectively deliver a powerful enterprise application to drive success and revenue for your organization.