Sales vs. Marketing
how to bridge the divide and boost revenue

Imagine this: your marketing team is generating a steady stream of leads, but your sales team is struggling to convert them. Or worse, sales are working tirelessly to close deals while marketing campaigns miss the mark. Sound familiar? If so, you’re not alone, and you’re leaving revenue on the table. At DVANA, we know that when sales and marketing work together, the results aren’t just good; they’re transformative.

Here’s how aligning these two vital functions can bridge the divide and unlock sustainable growth for your business.

The Problem: Misalignment Costs You More Than You Think

When sales and marketing operate in silos, the ripple effects are felt across your business. Opportunities might fall through the cracks, messaging can become inconsistent, and time is wasted on ineffective efforts. Studies show that businesses with aligned sales and marketing functions see 38% higher sales win rates and a 208% increase in marketing revenue contribution. That’s the kind of transformative difference alignment makes.

The Solution: Building a Unified Growth Engine

At DVANA, we’ve spent years helping businesses like yours bring sales and marketing into harmony. Here’s our proven roadmap to bridging the divide:

1. Start with Shared Goals

Misalignment often begins with mismatched priorities. Unite your teams around a common objective, like increasing revenue by 20% or acquiring 50 new clients this quarter. Shared goals not only foster collaboration but also create a sense of collective achievement.

2. Speak the Same Language

What does a “qualified lead” mean to your sales team? Does marketing understand their criteria? Collaboratively define your lead qualification standards and ensure everyone works from the same playbook. This eliminates misunderstandings and ensures every lead passed to sales is primed for conversion.

3. Streamline with Technology

Tools like CRM systems and marketing automation platforms are game changers. They provide real-time data, track customer interactions, and keep both teams aligned on every lead’s journey. At DVANA, we integrate cutting-edge AI to enhance efficiency and provide actionable insights.

4. Foster Open Communication

Set up regular meetings where sales and marketing can share insights and feedback. Marketing can highlight which campaigns are performing well, and sales can report on lead quality and market trends. This two-way communication is where the magic happens.

5. Invest in Joint Training

When sales understand marketing’s strategy, and marketing grasps the challenges of closing deals, collaboration becomes second nature. Crosstrain your teams to build empathy and create a shared vision for success.

6. Celebrate Wins Together

Every deal closed is a win for the entire organisation. Acknowledge marketing’s role in generating the opportunity and celebrate the sales team for closing it. This fosters a culture of unity and shared success.

DVANA in Action: Real Results, Real Growth

Here’s an example of how alignment transformed a business. A medium-sized retail company struggled with disconnected teams. Marketing was generating leads, but sales dismissed them as “cold.”

By implemented shared KPIs, defined clear lead criteria, and introduced AI-driven analytics to track customer behaviours. Within six months:

• Lead conversion rates increased by 42%.
• Sales cycle length reduced by 30%.
• Revenue grew by £750,000, with the same marketing budget.

This isn’t just a process; it’s a partnership. When you work with DVANA, we tailor solutions to your unique challenges, helping you turn alignment into growth.

Your Path to Sustainable Growth

The divide between sales and marketing isn’t just a frustrating barrier, it’s a massive opportunity. By uniting these teams, you’ll optimise your efforts, reduce inefficiencies, and create a seamless customer journey that drives revenue.

At DVANA, we specialise in aligning sales and marketing to cultivate growth, accelerate your momentum, and empower you to dominate your market.

Take the First Step Today

Are you ready to see what alignment can do for your business? Let’s get started. Book your free strategy session today, and we’ll help you identify the gaps, create a plan, and turn potential into profit.

Don’t let disconnection hold you back. With DVANA, success is closer than you think.