How Intent Data Helps Align Sales and Marketing

Editor’s Note: This special blog is a harbinger of what to expect at the upcoming True Influence Summit on accelerating revenue in “uncertain” times. This post takes an in-depth look at the role of good data in B2B sales and marketing success. Register for the virtual summit to hear more thoughts from Brian Giese and other thought leaders.

Data, sales and marketing alignment is a rising priority of B2B companies. A disjointed sales and marketing strategy doesn’t benefit anyone. Never has. Never will, so any attempt at improvement only helps. 

Importance of Sales and Marketing Alignment

Don’t ignore a misaligned organization. The numbers below explain why.

Despite these numbers and years of nudging, sales and marketing alignment continues to be a struggle. In fact, only eight percent of companies have a strong alignment between their departments. 

Connect the dots with intent data

Sales and marketing teams must go after buyers hand-in-hand to attract, convert and retain customers. Intent data is the cornerstone of bringing these two departments into a single path.

Intent data has evolved beyond the basics of demographic, firmographic and geographic details. Today, it refers to enabling a higher level of quality demand generation by learning which topics are of most interest to targeted audiences and segments.

How does intent data align Sales and Marketing? 

We know that more and more buyers begin their research online, and their conversation with a sales representative (if any) occurs only toward the end of journey. This resulted in salespeople relying on the efforts of digital marketers to shorten their sales cycle, and get them to a conversation faster.

However, there’s just one problem — sales and marketing teams struggle against one another because they speak entirely different languages.

By putting intent data into action, you have an opportunity to change that. Intent data serves as a common language that brings sales and marketing together.

With access to the right intent data, marketing professionals don’t have to play a guessing game to understand potential customers. Instead, they can work with sales to create complete profiles of target accounts. And with those profiles, B2B sellers can personalize marketing efforts effectively. 

Intent brings sales and marketing together over the best targets.

Bridge the gap between Sales and Marketing

If you’re not thinking of aligning data, marketing and sales, this article may have you rethinking that. Successful B2B companies have already put sales, marketing and data collaboration into action. Wherever you are with this strategy, this article will give you ideas for extending intent intelligence across marketing and sales.

We look forward to more conversations about these topics at the upcoming True Influence Summit. Why not register for the Summit and join us for this half-day, virtual event.

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