Beginner’s Guide to Sales and Marketing Alignment

This Beginners Guide to Sales and Marketing Alignment includes a step-by-step implementation process, sales collateral planners to help marketers get started, an award-winning case study to demonstrate success, key learning outlining skills and disciplines marketers need to adopt, and a handy further reading list.

This guide is suitable for B2B marketers early in their career, sales teams, those switching to a marketing career, or those marketers in need of a refresher.

This guide will help you:

• Set core objectives – define your objectives and know what success looks like.
• Create a sales collateral plan – to help you plot what content is most appropriate for the various sales cycle stages.
• Plan a strategy – set out an alignment strategy and goals.

 This guide includes:

• A case study – an award-winning case study showcases successful sales enablement in action.
• Pitfalls to avoid – common sales enablement mistakes to steer clear of.
• Further reading – additional resources linked to sales and marketing alignment.

"Sales and marketing alignment is a pipe dream for a lot of organisations out there, but it needn’t be"

John Doe

Section one – How to achieve sales and marketing alignment

Section two – Sales collateral planner

Section three – B2B Awards 2013: Best integration of sales and marketing

Section four – Key learnings