Common Challenges
Most marketing efforts focus on the top of the funnel. The goal is to capture attention and drive conversions.
Because of this, marketers often equate form fills with success. However, that’s only the start of the lead journey.
In B2B, Marketing and Sales alignment often falls short. Miscommunication leads to weak handoffs and poor revenue results.
Marketing brings in new leads. Sales is focused on closing deals. But who owns the leads in between?
Without alignment, leads stall. This causes missed opportunities and disconnects between pipeline activity and revenue.
Tools for Alignment
Marketing Cloud Account Engagement helps bridge the gap between teams. It enables collaboration at key points in the funnel.
As a result, you’ll generate higher-quality leads, grow pipeline, and deliver more personalized prospect experiences.
Here are practical ways to drive Marketing and Sales alignment using Account Engagement:
1. Define MQLs Together and Automate Handoffs
Work with Sales to define what qualifies a Marketing Qualified Lead (MQL). This step ensures mutual understanding.
Next, build a Lead Scoring and Grading model. Automate lead distribution so Sales receives leads at the right time.
Learn how to define MQL vs. SQL
2. Nurture Cold Leads and Prioritize the Warm Ones
Use Connected Campaigns, Dynamic Lists, and Engagement Studio to guide prospects through nurture campaigns.
Cold leads go into automated tracks. Meanwhile, Sales can focus on warm leads showing stronger buying signals.
3. Alert Sales with Real-Time Prospect Engagement
Use Completion Actions to notify Sales when a prospect takes action—such as downloading a resource or filling out a form.
Even better, integrate with Slack using the Marketing Cloud Account Engagement App. Send insights to relevant Sales channels instantly.
4. Personalize Outreach with Sales Insights
Create Dynamic Content based on CRM data to tailor your messaging. Personalization increases relevance and response rates.
Additionally, use Einstein Send Time Optimization to deliver emails when prospects are most likely to engage.
5. Improve Visibility with Engagement Dashboards
Add Engagement History Dashboard components to Lead, Contact, and Account pages in CRM.
Sales gets real-time visibility into marketing engagement. This builds trust and boosts Marketing and Sales alignment.
Build a Seamless Pipeline with Account Engagement
Marketing and Sales alignment is at the heart of pipeline success. Account Engagement is built to support that partnership.
If your current setup doesn’t feel seamless, let’s fix it.
Reach out to hello@revelyconsulting.com
