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Inbound | 5 min read

Marketing and Sales Statistics: Everything You Need to Know

04 January 2018 Written by Alexander Costello

The numbers never lie – we know by now that in digital marketing, statistics speak volumes. They persuade your client to come onboard, attract prospects into your buying funnel, and add a little extra authority to your content.

With that in mind, we’ve collated a few statistics to shine a little light on the benefits of sales and marketing working productively together.

1. Content Helps The Buying Process

95% of buyers chose a solution that “provided them with ample content to help navigate through each stage of the buying process” [DemandGen Report].

This is proof of how successful the collaboration between sales and marketing is. With the majority of buyers looking for content to usher them further into the buying process, today’s customers are already informed as to what they need, seeking out content to facilitate the process.

The personas clearly understand how the process works – they know what the content is created for (to guide them further), and are actively positioning themselves to receive it.

This is what good content does. We assume that the personas’ confidence in the process has been informed by some kind of initial content offering, created to attract.

They are aware of the buyer journey, and are looking for further content to guide them through the ‘convert’, ‘close’ and ‘delight’ stages.

Bet you wish all leads were this keen! Well, 95% are, so the hardest part is over.

2. Sales & Marketing Alignment is Key

Companies with “dynamic, adaptable sales and marketing processes” reported an average of 10% more salespeople on-quota, compared to other companies [CSO Insights]

The equation is clear. The better aligned your sales and marketing are, and the more proactive they are, the better the results will be. Better results mean more scope for hiring.

Review your existing processes and ask yourself if they are SMART. Your sales and marketing teams should both be setting objectives that are specific, measurable, actionable, relevant, and time-bound.

Once you’ve nailed this approach, it’s much easier for your marketing and sales teams to collaborate and be flexible to change. And, with success comes the chance to employ more salespeople and continue to grow your offering.

3. A United Company Can Close More Deals

When sales and marketing teams are in sync, companies are 67% better at closing deals [Marketo]

We don’t need to stress this, but we will anyway. Unite your sales and marketing departments! 67% is huge, and with the right steps and a SMARKETING approach, you can push both departments together and reap the benefits.

4. Collaboration Needs to Become Stronger

Demand generation and sales training teams report the least alignment around asset/content development (34.6%) and analytics/metrics (31.8%) [Kapost]

Two of the most integral parts of your business’ marketing efforts – content development and results tracking – are currently being hindered by weak alignment and collaboration.

You might not know it, but you need more than your marketing department to facilitate these areas. Your sales team are out there in the business world, talking to leads and getting to know what they want and what they need.

They will have an intimate understanding of their persona’s pain points. Your marketing team are back at the office and will undoubtedly find this insight extremely valuable.

5. Nurtured Leads Cost Less

Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost [Forrester Research]

Marketing and sales should work hand-in-hand when it comes to lead nurturing. Your marketing team can draw leads in at every stage of the buyer’s journey through writing excellent content (e.g. blogs, eBooks, emails), closely monitoring engagement levels and the path of each individual lead as they move closer to becoming a sales qualified lead (SQL). Then it’s time to hand things over to the sales department.

Your business should rely on both teams to keep tabs on what stage an individual lead is at, and be ready to respond with tailored content, automated emails and personalised content.

In the end, you can’t have one without the other. Companies that are good at this generate 50% more leads that are sales ready and are almost converted. What’s more, they come at a lower cost too.

6. Less Jargon in Content

75% of buyers want marketers to curb the sales-speak in their content [DemandGen Report]

We can smell a sales pitch a miles away. In a sense, many of us have grown immune to the more barefaced tactics, and have begun to phase out advertisements.

The solution is a more subtle approach. You’ll need decent copywriters to transmit your message across without the content sounding too ‘salesy’, and a communicative sales team to help with the process.

Together, they can merge their approaches so everything sounds organic, true and free from shtick or spiel.

7. Marketing Can Help Funnel Buyers

57% of the buyer’s journey is completed before the buyer talks to sales [Corporate Executive Board]

To reiterate what we said earlier, both departments have solid input in the process. This stat shows that marketing is responsible for just over half the buyer’s journey.

You need sales to close the deal and bring it home.

8. Urgency is Effective

The biggest challenges today’s salespeople face is establishing urgency, with a 42% vote.

Marketing can help create a sense of urgency with their content. One-time offers and exclusive white papers create immediacy, and with effective CTAs you can communicate this to your personas.

You need them to understand that they must act now.

It has been proven that creating a sense of urgency can increase sales by over 300%. You won’t want to miss out!

To Summarise

And there you have it. We hope the above statistics help you see just how vital and effective it can be for your business to align your marketing and sales strategies.You’ve got a lot to gain.

To help align your sales and marketing departments better, have you considered setting SMART goals? You can download our free SMART Objectives Template today to help you get started.

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