As brands across various industries strive to stay competitive, one critical aspect that sets successful companies apart is their unwavering commitment to delivering an exceptional customer experience (CX). In this evolving, saturated landscape, the fusion of sales and marketing teams emerges as an effective strategy to create a holistic approach to customer engagement, consistently delivering a unified brand message and experience at every stage of the customer journey.
In this article, we will explore why merging marketing and sales teams holds tremendous potential for sustainable growth.
Jump-Starting CX Through Team Integration
A unified approach for sales and marketing is not merely a strategic choice but a game changer when it comes to elevating the customer experience. Brands that combine the expertise of these two departments and align their efforts can unleash a powerhouse of customer-centric strategies and experience-led company growth.
Through collaboration, both teams can gain deeper insights into consumer needs, preferences, pain points, behaviors and more—ultimately resulting in more personalized interactions and improved customer satisfaction and retention.
The significance of this integration cannot be overstated, especially considering the alarming statistics on the cost of misalignment between sales and marketing. In fact, this lack of alignment is costing companies across the world more than $1 trillion per year. SaaS businesses with more than 200 workers have ranked the alignment of both teams as their third most crucial marketing priority, even ahead of reducing costs of acquisition.
Research conducted by Aberdeen Group in its CMO Agenda report showcases the remarkable impact of successful alignment between these teams on overall business performance. The report states that when companies carry out an alignment process of these teams, they can:
- Generate 32% higher revenue.
- Achieve 38% higher win