Is it me or is sales-marketing alignment only being talked about by marketing?

I think Candyce Edelen's comment is right on. A good many marketers use the word "alignment" whereas the sales teams don't. In practical terms, they are solely focused on meeting their quarterly objectives. That being said, I think it's unfair to assume that sales reps are not interested in the benefits of true alignment. They are, but they think of it differently and they weigh the value of their relationship with marketing based on the quality and quantity of valued leads marketing provides.

In my experience, the best sales and marketing "alignment" was achieved when both teams got together for a marketing-sales summit. These are bi-annual "working sessions" where the marketing and sales leaders/directors/program managers get together to discuss and confirm the semi-annual sales objectives. During these sessions, the sales folks talk about the type/quality/quantity of tangible leads they really need. This topic was discussed at length so that both teams walk away with the SAME DEFINITION of a qualified lead. (This definition is then documented and refered to in quarterly updates. It's the only way I've found to keep both teams honest, and thereby aligned.) Then, the marketing leaders provide an overview of their campaign objectives, timelines, and key activities on how they will work to achieve those leads. These meetings are most impactful and constructive when they are co-owned by the VPs of sales & marketing.

These meetings are usually 2 hours in length and do take a bit of planning. However, the benefits of a well-fun, constructive, collaborative session make a world of difference.

While in many companies, Marketing is the one talking about alignment, I am starting to see more CEOs talking about alignment. And some Sales leaders too. When less than 50% of Sales teams are meeting quota (I'm running into many where it's 25%), when a significant number of pipeline opportunities disengage mid-stage, the lack of lead follow up is 20+%, or when growth requires things to change - that's when the alignment conversation is started by the CEO. In today's world of grow or die and with many companies knowing that they need an exit strategy realized, CEOs are getting involved in alignment.

I suggest it is because sales people switch off when they realise Marketing knows so little about what they actually do, Craig.

Sales isn't about closing. Sales people aren't the aggressive, arrogant people you see in the movies.

Sales people are adept at opening conversations. Putting ideas out there so that people realise they have a problem. One with a solution. One which is costing their company money or giving them a hard time. One where a solution could reflect well on them.

They manage the human aspects of a sale. Impassively listening to the person say they are the decision maker and realising they aren't. Finding out who is. And who is influencing them.

They listen for who's dripping poison in the other ear. Recognise questions which have been planted or inspired by competitors. Isolate any influencers who are putting barriers in the way. Work past these to help their prospect decide on the criteria for the decision - what's important for them and why.

They manage the jittery final stages when the whole deal can fall over. Work through the surface objections to the hidden ones. Realise when the negotiations are just someone "trying to get a deal" and when they are true hurdles to purchase.

Marketers are trying to say "We'll create the leads for you". Why should sales people believe them? Marketing Automation is flawed, embracing a lot of old fashioned thinking. It discourages conversations in favour of "talk at" broadcasting, without interaction or engagement. It dictates that people all react in the same way and go through fixed stages in their buying processes in order.

Naive. Salespeople know better. So they continue to ignore marketing and get on with meeting or exceeding their revenue quota.

Until marketers recognise the complex human relationships which salespeople manage currently these efforts to integrate the two will always fail. People aren't data!

Great discussion, I'd love to see more folks from the sales side chime in.

Marketing is starting to be measured on revenue which means we're the ones that NEED the alignment to take place in order to prove our contribution. Sales is still measured the same way they always were. So, do they NEED alignment? Only if they want more from marketing.

In many organizations, marketing doesn't have a history of helping the sales process, so there's a trust factor involved. It's a little like the old joke: "It's OK, we're from the government and we're here to help." It takes time to overcome the image of being the "arts & crafts" department VS a valuable partner in the revenue battle.

Alignment means more visibility, transparency and process. I don't know too many sales people who want more process or transparency - not because they don't want to make the company better, but because it just means less time spent selling.

As I've learned, it's best not to mention sales/marketing alignment in the presence of salespeople. It's just best to try and hear the customer's voice through the salesperson, then get to work.

Craig, it's you!

I believe that we Marketers focus more on the alignment question because it speaks to the longer-term view of the connection (or lack thereof) between the activities in the earlier stages of the marketing-sales funnel and those in the latter stages. Sales is naturally focused on the activities in the latter stages. Marketing has a different vantage point. If Marketing stands too far back, however, a divide exists. I have likened this to Marketing setting Sales up on a series of blind dates (http://wp.me/p1VyEz-8).

Marketing has the vantage point and the responsibility to lead the conversation about alignment so that's why more marketers are talking about it. Sales, certainly has a key role to play, but is not the natural organizational leader for Marketing-Sales alignment.

Few months back, we had a long discussion about the intersection between marketing and sales. Do take a look at this blog post http://manojranaweera.com/2011/08/04/intersection-between-marketing-and-sales, which may address some of the concerns.