Babar Khan Javed
Aug 16, 2018

Marketing-sales misalignment equals massive waste: LinkedIn

Businesses should stop focusing on handing off leads, because misalignment costs businesses $41 trillion a year globally, according to speakers at a LinkedIn event.

Instead of focusing on the handoff of leads between marketers and salespeople, businesses should shift to addressing the buyer's journey, according to multiple speakers at LinkedIn's Tech Connect 2018 in Singapore.

"When companies define success by handoffs, they are not allowing themselves to define success by business outcomes," said Assaf Tarnopolsky, director of marketing solutions for SEA, North Asia and Japan at LinkedIn. "If a marketing team hands off a lead to a sales person and they don't action that lead, there has been no positive business outcome."

Quite obviously, when leads generated by marketing teams are not aligned with the customer segmentation identified by the sales team, problems around outcomes persist. Tarnopolsky implores business teams to think about aligning sales and marketing teams across every step of the buyer's journey for better outcomes.

"What if marketing teams were involved in the sales process?" he asked. "What if they had a front row seat to the pain and joy of the sales team as they plan out their year? Imagine an ABM [account-based marketing] campaign that helped accelerate the buyer through their journey—10% faster, 20% faster. That would be a better metric than a handoff."

According to Melissa Murray Bailey, senior director of sales solutions for Asia-Pacific at LinkedIn, businesses need to line up the KPIs of marketing-qualified leads and the sales-qualified leads.

"When we see marketing and sales alignment, the impact on revenue is overwhelming," said Bailey. "We're seeing faster growth in both revenue and margin and we're seeing higher win rates."

In facilitating its interest to serve the alignment between marketing and sales, LinkedIn has expanded its industry profit tool to serve members, companies, educators, and address skill gaps.

"We now have 50 million standardised skills on our platform, acknowledged by both employer companies and individuals," said Matt Tindale, MD of Australia & New Zealand at LinkedIn, adding that with over two million pieces of content shared on the platform, in the form of articles, videos, and whitepapers, LinkedIn is the ideal bridge for delivering knowledge based on customer intent.

Tags

Related Articles

Just Published

2 hours ago

Nike Japan ad receives backlash—but is incidentally ...

A moving new film by W+K and Nike sparks debate about racism in Japan.

3 hours ago

Amstel's global brand director on China launch

Amstel, which this year celebrates its 150th anniversary, is preparing a marketing push to announce its entrance in China for the first time.

4 hours ago

New Business League: October 2020 report

Dentsu, Leo Burnett, PHD, OMD, VMLY&R, BBDO, MediaCom and Starcom are among the agencies shifting positions in R3's latest tally of APAC new business. Plus, see the top 10 APAC wins.

4 hours ago

Five takeaways from Zalora's Trender report on SE ...

TOP OF THE CHARTS: Even as talk of a vaccine grows louder, consumers in the region may continue to stick with ecommerce post-pandemic too.