How Sales and Marketing Alignment Helps Build Persuasive Momentum

The very first point of sales and marketing alignment is agreement that the buyer is in control. Supporting the prospect's buying process will be key in closing a sale.

Since activities from both marketing and sales touch the prospect as they go through their buying process, it is essential that these activites are aligned. That alignment must sustain persuasive momentum as the prospect transfers among marketing and sales channels.

Buyers move seamlessly among channels

As buyers work through the stages of their buying process, they will attempt to move seamlessly from one channel to another.

1. An advertisement will initiate a visit to the company's web site.
2. A coupon will motivate a visit to the retail store.
3. Incomplete information will trigger questions to a sales clerk.
4. The sales clerk's response will return the buyer to the product's web pages.
5. Validation will stimulate discussions with friends.
6. Recommendations will help solidify a decision.
7. A decision will drive a purchase.

Buyer questions must be answered

The buying process stimulates successive rounds of questions that the prospect wants to have answered. The answers help build the prospect's confidence.

If one channel can't answer a question, the prospect may search other channels. If the answer remains elusive, frustration occurs and confidence collapses. The prospect will eliminate your product from consideration in their decision process.

Consistency is very important

When a prospect comes across a fact that is inconsistent with what they have already learned (i.e. conflicting messages, disagreeing details, different prices in purchase channels), it is like hitting pause on a CD player.

Momentum stops.

The buyer may choose to try to resolve the inconsistency or they may simply walk away.

All channels must be equally enabled

As you can see, successful alignment isn't simply about marketing handing off a lead to sales. The buyer chooses when they will switch channels.

If you force them to switch channels before they are ready, you dampen any persuasive momentum you have created.

All of your marketing and sales channels must be enabled to meet the buyer where they are and build upon the existing persuasive momentum. This means being prepared to answer their questions and address their concerns in the way the buyer chooses.