How to bridge the gap between your sales and marketing teams with LGM

[Ehsanuls55]

When it comes to aligning sales and marketing, the struggle often comes down to one fundamental question: Defining what a good lead is. Not all leads are of equal importance or equivalency, and expecting a salesperson to make a call without being certain about a lead’s “warmth level” is unrealistic.

It is crucial to understand the different roles these teams play within an organization.

Example
The Growth Machine, for example, defines the goal of marketing as lead generation, distinguishing between marketing-qualified and unqualified leads.

The question then is: When does the sales team come into play?

In our case, the magic happens when these leads are qualified based on our pre-set criteria. This ensures that the sales department can focus on leads with real interest and potential, streamlining the entire process.

The art lies in defining what marketing actually entails within an organization. Is it just payroll directors email list communication or does it extend to internal product marketing with added data elements?

The goal is to arrive at a clear definition of a “marketing qualified lead” that motivates the sales team to invest time and effort.

Let's break it down


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Prerequisites for aligning Marketing and Sales with LGM:
Choosing the right tool stack:
Before we dive into the nitty-gritty of all this, keep in mind that LGM is a scope automation tool, so you’ll need other supporting tools to successfully align your teams.

Here, your existing stack plays a crucial role in collecting relevant data for qualification.

At LGM we tend to recommend HubSpot due to the wealth of data-related functionality available to you.

If you're using something like Pipedrive, for example, you might find yourself in a bind. It's essentially a pure sales tool, a glorified Kanban board. It lacks substantial data and interaction features and isn't designed for this intricate dance between marketing and sales.

Example

Let’s say your newsletter is powered by HubSpot and you have trackers on your website. Lead tracking becomes a piece of cake. You can follow a person’s journey from the moment they learn about your brand, see if they’ve checked out your pricing page, for example, and even look at events with segments—all crucial for scoring.