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Aligned to Achieve: How to Unite Your Sales and Marketing Teams into a Single Force for Growth Hardcover – September 26, 2016
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From the Inside Flap
The misalignment of your sales and marketing teams does more damage than you think. The disconnect between marketing and sales goes way back in history, but the business impact is getting worse and is now directly affecting top- and bottom-line performance, according to original research. Aligned to Achieve brings both sides to the table to explore why alignment is so critical, and then provides a concrete action plan for achieving alignment in any company.
Customers don't see marketing and salesthey see a brand, which is one reason misalignment can damage growth and profits even when both departments are achieving team goals. Even if both teams use the same data, research shows the majority of teams have no idea what the other is doing and the result is lost revenuelots of it. For the first time, two pioneering executives in marketing and sales share their firsthand experience aligning business-to-business organizations in a convenient and comprehensive road map.
Written for real-world use, it tackles the tough objections and common pitfalls to avoid along with the hands-on strategies for improving culture, process, leadership, and technologyall to drive alignment. Every topic is examined in straightforward, jargon-free language and includes insights from the authors as well as today's leading minds and studies. Illustrative case examples demonstrate how strategies unfold in actual practice, and every chapter includes a checklist of things to do, "if you do nothing else," to ensure your organization survives until it can fully align and thrive. This single resource gives you the versatility to spearhead the full alignment of any size organizationin fact, take it into the boardroom with you to confidently:
- Create and lead sales and marketing initiatives proven to inspire teams and increase collaboration
- Build alignment into every process at every level, from corporate leadership down
- Optimize your technology to make customer data your company's currency for growth
The journey of today's buyer has changed as their access to information has increased; their path is no longer linear nor does it follow your sales process. If you don't adapt, you will fail. This new paradigm requires breaking down walls, sharing common goals, and effectively communicating in order to be Aligned to Achieve.
From the Back Cover
Crack the Code to Rocketing Business Growth
Aligned to Achieve challenges the status quo of marketing and sales operating in disharmony and prescribes an empirically supported framework to completely align the revenue teams, from lead generation to closing.
Fast-paced, intelligent, and written for practical implementation, this evolutionary guidebook for the busy, forward-moving executive provides a tangible, repeatedly successful approach to unifying sales and marketing on messages, goals, data, and processes. Competition in the business-to-business space has evolved rapidly with advances in technology, and organizations that don't update obsolete growth strategies will fail. The market is crowded, and differentiating a brand to hold a buyer's limited attention requires a consistent, seamless journey through every purchase. This inspiring guide gives you everything you need to make it happen.
"Austin and Eiler offer a wonderfully fresh perspective through their paired marketing and sales voices. They're empowering our industry to move the dialog forward with the insights and concepts they've shared in Aligned to Achieve."
Phil Fernandez, CEO of Marketo
"Written by two of the brightest sales and marketing leaders in b-to-b, Aligned to Achieve covers proven strategy and pragmatic tactics together in an easy-to-read format. Highly recommended for all revenue generators who want to increase the effectiveness and ROI of their efforts moving forward."
Matt Heinz, President of Heinz Marketing
"The importance of sales and marketing alignment has been talked about for years but rarely acted upon. Aligned to Achieve provides the foundational 'why' sales and marketing must align, which is supported by fact-based research conducted by the authors. More than just theory and fluff, you will find specific, actionable steps your organization can take now to align across the board. This book is required reading for all sales and marketing leaders and their CEOs."
Barbara Giamanco, Author of The New Handshake: Sales Meets Social Media
Top customer reviews
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Eiler and Austin obviously know their stuff and this book is heavily researched with several real-life examples.
Sales and marketing alignment. To a lot of business people that is some kind of mythical fairy tale land with unicorns, rainbows and leprechauns. Of course, that’s not the case, but one thing sales and marketing alignment does have is a pot of gold at the end of a rainbow.
According to SiriusDecisions, when sales and marketing teams are aligned they are averaging 19 percent faster revenue growth and 15 percent higher profitability. That’s why sales and marketing alignment is not some nice to have, feelgood corporate kumbaya. It’s a requirement for faster, more profitable growth.
The co-authors of the book are the Chief Marketing Officer and the VP of Enterprise Sales at InsideView a software as a service company. They have worked at companies where sales and marketing were aligned, and at companies where they were not aligned, and saw how counterproductive and less profitable that approach was.
So why do companies with sales and marketing alignment have faster growth and higher profitability? It’s because the way your customers buy has changed dramatically. In the past when your customers were researching the solution to a problem and a possible purchase they had to contact the seller early on the process in order to get information. At that point, the seller could guide (or strongarm) the buyer along toward a purchase.
The internet has changed that – now customers prefer to educate themselves online and hold off on contacting the seller until as late as possible. Because of that, sales needs more help from marketing, particularly with content, to help guide the buyer through their process.
As the authors say repeatedly in the book, “sales can't do it alone and marketing exists to make it easier.”
In the book, Eiler and Austin walk you through granular details of how to achieve greater sales and marketing alignment through four lenses: 1) leadership, 2) culture, 3) process, and 4) technology. And knowing that the secret of getting ahead is getting started, the authors conclude each chapter with the first things that you should do about that chapter to get the ball rolling.
Sales and marketing alignment is no longer a fairly tale, but evidence shows that there is in fact a pot of gold at the end of the process once you start heading in that direction.
And to listen to an interview with Tracy Eiler about “Aligned to Achieve,” visit MarketingBookPodcast.com