Aligned to Achieve: How to Unite Your Sales and Marketing Teams into a Single Force for Growth
By: Andrea Austin (author), Tracy Eiler (author)Hardback
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A smart, practical guide to rocket-powered business growth Aligned to Achieve puts sales and marketing on the same page, creating a revenue 'dream team' that will drive your organization to new heights. Smart, practical explanations, case studies, and tips guide you toward action over theory, and dozens of examples illustrate the tangible effects of these changes in action at business-to-business companies. Written by sales and marketing executives who have made alignment work, this book is directed toward practitioners and leaders seeking to crack the code of sales and marketing alignment. Contributions by industry thought leaders and B2B executives provide fresh perspective and nuanced direction, while thoughtful, strategic, and well-supported guidance throughout helps you remove the obstacles standing in the way of your organization's financial and strategic goals. Misalignment between sales and marketing is an age-old problem frequently lamented, but seldom addressed. As this schism grows amidst the evolving marketplace, its effects on top and bottom line performance are being felt more than ever before.
This book shows you how to bring sales and marketing together effectively once and for all, leveraging their strengths to build an unstoppable force for growth. * Understand the cost of misalignment and the driving forces behind it * Learn strategies for improving your culture, process, leadership, and technology to initiate and support alignment * Identify the best places to modify your sales and marketing programs to kickstart collaboration and cooperation between your teams * Discover how other companies are uniting their sales and marketing teams into a single force for growth * Walk away with practical advice on how to apply recommendation in the real world Misalignment is frustrating for everyone in sales, marketing, and leadership. It's also detrimental to your organization's performance but the problem is not insurmountable. In fact, most of the obstacles it creates are self-inflicted, and entirely within control of leadership. Aligned to Achieve helps you identify and remove those obstacles, and build a culture of sustainable growth.
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 years. She 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
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