Becoming Buyer-Centric Solves Sales and Marketing Alignment

The real mechanism for alignment is your prospective buyer, but you'll need the right strategy to effectively drive sales and marketing collaboration.

When sales and marketing teams aren’t aligned, it’s more than just a question of communication, it’s a lack of buyer focus that can completely derail your entire go-to-market strategy, leading to missed revenue targets.

Buyer-Centric Journeys

Today, buyers are more informed than ever, and prefer to lurk and learn about your company before ever connecting with a salesperson.

They avoid your forms with precision, ignore your chat bots, and rarely use a company email when attending webinars.

It’s time to reset, and ask ourselves why?

Is it because they know that if they do, they’ll receive sales calls, or find themselves subscribed to an email nurture campaign, when they’re not even sure you’re the right solution?

If we don’t produce content worth uncloaking for, buyers will continue to go it alone, gathering information in the shadows until they find what they’re looking for.

Exchanging Value for Value

Before relinquishing their data, your prospect needs to find value. Perhaps showing them that you understand their industry, or have a specific feature required to solve a challenge, or convince them that your brand is a good long term investment.

Great content creation is like method acting, to effectively position yourself, you’ll need to adopt a buyer-centric mindset to address their challenges from their perspective, not yours.

No doubt it’s hard work, but while your competition talks about features, you’ll be speaking to your buyers motivation.

It requires that your marketing team understands who they’re creating content for, otherwise your content will be product focused, generic and lack engagement.

Luckily, there are some strategies to help with this.