Sales and Marketing Alignment – Optimizing the Revenue Cycle

CRM and marketing automation may rely heavily on technology, but they must be designed in support of the underlying processes and people who deliver on your growth strategy.   This integrated trinity of people, process, and technology is the core of our Sales and Marketing Alignment work.  All three elements are needed to efficiently generate revenue and, more broadly, deliver to customers the experience you’ve promised and which meets their expectations.

We focus on the entire revenue cycle to create an integrated, transparent end-to-end process — from prospecting to closing – or any part of this process.   

Revenue Cycle

At multiple points in the Revenue Cycle, the three elements need to work seamlessly together as integrated strategies are developed, markets targeted, campaigns developed and managed, leads generated, qualified and passed to sales, and opportunities progress through the sales pipeline to close.  

Multiple processes and sub-processes underpin the Revenue Cycle.  They must be designed and aligned with people’s roles and the supporting technology.  These needs to occur at initial implementation and realigned over time as needs change.  They must also be supported by a number of other organizational elements to ensure success: for People, training, rewards, and communications; for Processes, creation and documentation of workflows, roles, responsibilities, and decisions points, metrics and ongoing analysis.  For technology, we rely on the robust and flexible Salesforce platform and its add-on applications for marketing automation.   The underpinning for all of this is the organizational structures and systems that ensure accountability and coordination, the focused leadership that drives the value proposition, and a culture that responds to the needs and priorities of the customer.   

If a formal evaluation is needed, GLP Partners can provide a High-Level Needs Assessment , a snapshot offering insight into best practices and gaps in these multiple areas.  We address these elements, as required, for our clients to create a foundation for success.    Painting a picture of the future is just the start; creating a realistic Improvement Roadmap that can take you there is where we distinguish ourselves and provide particular value to our clients.  From our own extensive personal experience in companies large and small, we can help determine what needs to be done first based on the strategic and operational challenges and what is feasible given the capacity and experience of your organization.