This has several negative effects:
The business misses mobile no database the chance to build authority
The buyer is less aware of the business’s offering(s)
The sales team must spend more time educating and nurturing the lead
All of which leads to a longer buying process and a lower chance of closing a deal.
3. Process Misalignment
Sales and marketing alignment is difficult enough with in-house teams; LinkedIn studies suggest the average targeting overlap between sales and marketing teams is just 16%. This problem can often be exacerbated when one party is a third-party vendor.
The complaints are numerous and varied, including:
Misaligned incentives: Marketing agencies want to produce a high volume of leads and may not worry as much about the quality.
A lack of unified strategy: Marketing agencies may be brought in for short-term tactical purposes, which means they are not fully onboard with or aware of the longer-term strategy.
Poorly executed handoffs: There is not an established handoff process to smoothly move leads from marketing nurture to sales outreach, which often means sales does not know how to follow up in the most appropriate and effective way.
Why Do Bad Hires Still Happen?
These problems have been widely reported for a long time, with extensive research on the importance of sales and marketing alignment. Yet few businesses seem capable of fixing the issue and hiring an agency with which their sales teams enjoy working.
