Aaron Mandelbaum says, “When it comes to the relationship between Marketing and Sales, we’re often more inclined to think of what Marketing does that contributes to the success of Sales instead of the other way around. But despite the impact that marketing efforts can have on the success of demand and revenue growth in a company, marketers don’t always know exactly what kind of results their efforts should yield.

To drive results and build a fully integrated marketing and sales process, Sales needs to hold Marketing accountable for completing their half of the conversion funnel. Conversely, Marketing needs to understand the numbers Sales must hit to achieve its revenue goals.

Tracking Conversion Rates Isn’t Just For Sales

Sales always seems to be the team that has a good handle on the conversion rates its efforts yield. A sales manager could probably tell you their close rate or opportunity to closed-won conversion percentage at any given time”.

How to Align the Sales and Marketing Funnel From the Bottom Up

HubSpot

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