--- title: "Marketing and Sales Alignment: New Strategies for New Buyers" description: Tips on creating closer alignment between marketing and sales, and encouraging sales to become marketing champions. image: https://www.readynorth.com/hs-fs/file-1324454829-jpg/Blog_Post_Images/soccer-teamwork.jpg --- [Skip to content](https://www.readynorth.com/blog/marketing-and-sales-alignment-new-strategies-for-new-buyers#main-content) Close - Industries - [Manufacturing](https://www.readynorth.com/industries/manufacturing) - [Professional Services](https://www.readynorth.com/industries/professional-services) - [Associations](https://www.readynorth.com/industries/associations) - [Other](https://www.readynorth.com/industries/other) - HubSpot - [Our Approach](https://www.readynorth.com/hubspot/our-hubspot-approach) - [Marketing Hub](https://www.readynorth.com/hubspot/marketing-hub/) - [Sales Hub](https://www.readynorth.com/hubspot/sales-hub) - [Service Hub](https://www.readynorth.com/hubspot/service-hub) - [CMS Hub](https://www.readynorth.com/hubspot/cms-hub) - [Integrations](https://www.readynorth.com/hubspot/integrations) - Digital Marketing - [Foundational Strategy](https://www.readynorth.com/digital-marketing/foundational-strategy/) - [Content Marketing](https://www.readynorth.com/digital-marketing/content-marketing) - [Lead Generation](https://www.readynorth.com/digital-marketing/lead-generation) - [Website Optimization](https://www.readynorth.com/digital-marketing/website-optimization) - [Reporting](https://www.readynorth.com/digital-marketing/reporting) - [Pricing](https://www.readynorth.com/point-pricing) - Resources - [Guides](https://www.readynorth.com/resources/guides) - [Blog](https://www.readynorth.com/blog) SEARCH CONTACT E-MAIL: [info@readynorth.com](mailto:info@readynorth.com) [GET STARTED](https://www.readynorth.com/contact-us) [![Ready North (RN) Logo_BlueOrange_Trademark](https://www.readynorth.com/hs-fs/hubfs/Ready%20North%20(RN)%20Logo_BlueOrange_Trademark.png?width=800&height=269&name=Ready%20North%20(RN)%20Logo_BlueOrange_Trademark.png)![Ready North Logo_AllWhite-1](https://www.readynorth.com/hs-fs/hubfs/Ready%20North%20Logo_AllWhite-1.png?width=1078&height=363&name=Ready%20North%20Logo_AllWhite-1.png)](https://www.readynorth.com/) - Industries - [Manufacturing](https://www.readynorth.com/industries/manufacturing) - [Professional Services](https://www.readynorth.com/industries/professional-services) - [Associations](https://www.readynorth.com/industries/associations) - [Other](https://www.readynorth.com/industries/other) - HubSpot - [Our Approach](https://www.readynorth.com/hubspot/our-hubspot-approach) - [Marketing Hub](https://www.readynorth.com/hubspot/marketing-hub/) - [Sales Hub](https://www.readynorth.com/hubspot/sales-hub) - [Service Hub](https://www.readynorth.com/hubspot/service-hub) - [CMS Hub](https://www.readynorth.com/hubspot/cms-hub) - [Integrations](https://www.readynorth.com/hubspot/integrations) - Digital Marketing - [Foundational Strategy](https://www.readynorth.com/digital-marketing/foundational-strategy/) - [Content Marketing](https://www.readynorth.com/digital-marketing/content-marketing) - [Lead Generation](https://www.readynorth.com/digital-marketing/lead-generation) - [Website Optimization](https://www.readynorth.com/digital-marketing/website-optimization) - [Reporting](https://www.readynorth.com/digital-marketing/reporting) - [Pricing](https://www.readynorth.com/point-pricing) - Resources - [Guides](https://www.readynorth.com/resources/guides) - [Blog](https://www.readynorth.com/blog) E-MAIL: [info@readynorth.com](mailto:info@readynorth.com) [GET STARTED](https://www.readynorth.com/contact-us) Quick results for "{search\_term}" ![Ready North Who We Serve](https://www.readynorth.com/hs-fs/hubfs/2023%20Website%20Redesign/Ready%20North%20Who%20We%20Serve.png?width=300&name=Ready%20North%20Who%20We%20Serve.png) #### We Love Clients with High Growth Goals We primarily work with clients in the manufacturing / industrial, professional services, and association industries.  Don't fit in the industries listed above? 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[GET RESOURCES](https://www.readynorth.com/resources/guides) ![](https://www.readynorth.com/hs-fs/file-1324454829-jpg/Blog_Post_Images/soccer-teamwork.jpg?width=300&name=soccer-teamwork.jpg) [Taylor Radey](https://www.readynorth.com/blog/author/taylor-radey)July 16, 20141 min read # Marketing and Sales Alignment: New Strategies for New Buyers [Previous](https://www.readynorth.com/blog/get-liked-reinvent-your-social-media-strategy) [Next](https://www.readynorth.com/blog/how-to-use-marketing-automation-to-improve-your-lead-nurturing) [An evolution in the buyer journey](http://www.thinkwithgoogle.com/research-studies/the-zero-moment-of-truth-macro-study.html) has caused a fundamental ![marketing sales teamwork](https://www.readynorth.com/hs-fs/file-1324454829-jpg/Blog_Post_Images/soccer-teamwork.jpg?width=240&height=160&name=soccer-teamwork.jpg "marketing sales teamwork")power shift in the direction of the consumer. As marketing controls a greater share of the purchasing conversation, the roles of both marketing and sales are changing. What must follow is a new dynamic between sales and marketing, and new strategies to capture and convert leads. ## Agree to Accountability. As Trish Bertuzzi ([@bridgegroupinc](https://twitter.com/bridgegroupinc)) explains, sales and marketing have [decidedly different strategic approaches](https://www.pr2020.com/blog/marketing-v-sales-strategy): Team-to-many vs. one-to-one, a team approach vs. personal accountability, and so on. While the methods may differ, what marketing and sales can—and must—agree on are goals, buyer personas and expectations. The delineation of marketing vs. sales touchpoints, and a process for lead handoff, must be clear. In addition, each team should [commit to KPIs](http://www.themarketingscore.com/blog/bid/371555/How-To-Define-Critical-KPIs-Across-the-Marketing-Funnel) for which they will be held accountable. ## Champion Inbound Selling. Like it or not, [the game has changed](http://contentmarketinginstitute.com/2013/12/mapping-next-frontier-brand-storytelling/). Buyers are savvier, more researched and device-hopping. The consumer is in the driver’s seat, putting marketing and sales teams in new and sometimes unfamiliar roles. As HubSpot CEO and co-founder Brian Halligan [(@bhalligan](http://www.twitter.com/bhalligan)) put it, *“There has been a sea change in the way people shop for things and the way they buy things. So there also [needs to be a sea change in the way you sell things](http://www.inc.com/brian-halligan/sales-radically-changed-inbound-sale.html). I call this new method ‘inbound selling.’”* Advocate inbound as a critical part of both marketing and sales strategy. Encourage sales to spend less time cold calling, and more time closing the deal with nurtured, sales-ready inbound leads. (And make sure that's what you're delivering.)  ## Share Resources. Your marketing team may have created a library of valuable content: blog posts, case studies, white papers, tip sheets, product web pages and more. But creating marketing assets is only half the battle. [Give your content some real legs](http://relevance.com/market-your-marketing-make-sales-content-champions/) by tapping into the sales team. Break down organizational silos and partner with the sales team. **Because from first touch to final sale, we’re all playing on the same team.** *For more ideas on partnering with sales, read my new post “**[Market Your Marketing: Make Sales Content Champions](http://relevance.com/market-your-marketing-make-sales-content-champions/)**” on [Relevance](http://relevance.com/). Relevance ([@relevance](https://twitter.com/relevance)) is a new online publication dedicated to helping marketing and communications executives solve their online content visibility challenges.*   [![](https://www.readynorth.com/hs-fs/file-1324454839-png/Blog_Post_Images/CTA-site2.png)](http://cta-redirect.hubspot.com/cta/redirect/883/8ac0eccd-4443-441b-b42d-ec9e17adfbc8) *Image Credit: [woodleywonderworks](https://www.flickr.com/photos/wwworks/1384952210) via Flickr* ![avatar](https://www.readynorth.com/hs-fs/file-1377880184-jpg/Site_Pages/Library/Blog/PR-Blog-Taylor.jpg?width=290&name=PR-Blog-Taylor.jpg) [Taylor Radey](https://www.readynorth.com/blog/author/taylor-radey)Taylor Radey is the director of marketing and a senior consultant at PR 20/20. She joined the agency in April 2013 with a background in digital and content marketing. She is a 2009 graduate of the E.W. Scripps School of Journalism at Ohio University, where she received a Bachelor of Science in Journalism, with a focus in public relations. [Full bio.](https://www.readynorth.com/story/the-team/taylor-radey) [mailto:taylor@pr2020.com](mailto:taylor@pr2020.com) COMMENTS ## RELATED ARTICLES [![power theme logo](//883.fs1.hubspotusercontent-na1.net/hubfs/883/raw_assets/public/@marketplace/maka_Agency/POWER%20THEME/images/logos/power/pwr-img_logo_power-white.svg)](https://www.readynorth.com/) An inexpensive, quick and easy way to build beautiful responsive website pages without coding knowledge All rights reserved ```json { "@context" : "https://schema.org", "@type" : "Organization", "address" : { "@type" : "PostalAddress", "addressCountry" : "United States", "addressLocality" : "Cleveland", "addressRegion" : "Ohio", "postalCode" : "44115", "streetAddress" : "812 Huron Road" }, "email" : "info@readynorth.com", "knowsLanguage" : "en-us", "logo" : { "@type" : "ImageObject", "url" : "https://www.readynorth.com/hubfs/BF.com/Brightfind_Primary_Logo.png" }, "name" : "Ready North", "url" : "https://www.readynorth.com/blog/marketing-and-sales-alignment-new-strategies-for-new-buyers" } ``` ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "abstract" : "Tips on creating closer alignment between marketing and sales, and encouraging sales to become marketing champions.", "author" : { "@type" : "Person", "name" : "Taylor Radey" }, "dateModified" : "July 25, 2014 12 PM", "datePublished" : "July 16, 2014 12 PM", "headline" : "Marketing and Sales Alignment: New Strategies for New Buyers", "image" : "http://cdn2.hubspot.net/hub/883/file-1324454829-jpg/Blog_Post_Images/soccer-teamwork.jpg", "inLanguage" : "en-us", "keywords" : "[]", "mainEntityOfPage" : { "@type" : "WebPage" }, "name" : "Marketing and Sales Alignment: New Strategies for New Buyers", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.readynorth.com/hubfs/Ready%20North%20(RN)%20Logo_BlueOrange_Trademark.png" }, "name" : "Ready North" }, "text" : "An evolution in the buyer journey has caused a fundamental power shift in the direction of the consumer. As marketing controls a greater share of the purchasing conversation, the roles of both marketing and sales are changing. What must follow is a new dynamic between sales and marketing, and new strategies to capture and convert leads. Agree to Accountability. As Trish Bertuzzi (@bridgegroupinc) explains, sales and marketing have decidedly different strategic approaches: Team-to-many vs. one-to-one, a team approach vs. personal accountability, and so on. While the methods may differ, what marketing and sales can—and must—agree on are goals, buyer personas and expectations. The delineation of marketing vs. sales touchpoints, and a process for lead handoff, must be clear. In addition, each team should commit to KPIs for which they will be held accountable. Champion Inbound Selling. Like it or not, the game has changed. Buyers are savvier, more researched and device-hopping. The consumer is in the driver’s seat, putting marketing and sales teams in new and sometimes unfamiliar roles. As HubSpot CEO and co-founder Brian Halligan (@bhalligan) put it, “There has been a sea change in the way people shop for things and the way they buy things. So there also needs to be a sea change in the way you sell things. I call this new method ‘inbound selling.’” Advocate inbound as a critical part of both marketing and sales strategy. Encourage sales to spend less time cold calling, and more time closing the deal with nurtured, sales-ready inbound leads. (And make sure that's what you're delivering.) Share Resources. Your marketing team may have created a library of valuable content: blog posts, case studies, white papers, tip sheets, product web pages and more. But creating marketing assets is only half the battle. Give your content some real legs by tapping into the sales team. Break down organizational silos and partner with the sales team. Because from first touch to final sale, we’re all playing on the same team. For more ideas on partnering with sales, read my new post “Market Your Marketing: Make Sales Content Champions” on Relevance. Relevance (@relevance) is a new online publication dedicated to helping marketing and communications executives solve their online content visibility challenges. Image Credit: woodleywonderworks via Flickr", "url" : "https://www.readynorth.com/blog/marketing-and-sales-alignment-new-strategies-for-new-buyers", "wordCount" : "795" } ```