Why you Should Align your Marketing, Service and Sales Departments

Departmental silos lessen overall business organization and hinder growth while fracturing customer service offerings. This is why it is important that all of your teams work together toward a common goal, and in order to do this, walls need to be broken down and departments need to align. 

In today’s digital age, organizations need to work to create the most streamlined customer experience, and this needs to be nurtured at all customer touchpoints - from marketing and sales through to customer service and beyond.

By dismissing alignment between teams, leads and customers can quickly fall through the cracks. And the statistics speak for themselves:

  • 65% of sales representatives have stated they struggle to find content to send to prospects (source)
  • HubSpot has stated that 76% of content marketers forget about sales enablement and 79% of marketing leads never convert to sales due to the lack of lead nurturing (source)
  • 46% of marketers with powerful lead management processes have sales teams follow up on more than 75% of marketing generated leads (source)

The good news is that breaking down departmental silos isn’t as daunting as it may appear. Thanks to technology such as Customer Relationship Management platforms, your organization has the power to use automation to improve alignment in a single location.

Let’s take a look at the importance of departmental alignment and how CRMs such as HubSpot, can be used to guide your teams toward a single goal through automation and integration. 

The Importance of Team Alignment

Organizational alignment refers to the idea that everyone within a business, from the CEO to the service team, all work toward the same goal. This is done through collaboration and implemented with accountability and transparency. Departmental alignment works to create seamless business processes and operations on all levels, from internal processes to customer service undertakings. 

The reason departments aren’t aligned is because they work through different technologies and protocols, which significantly affects the way information is shared. This means leads and important data can become lost and mismanaged between teams, which results in significant business losses. In fact, according to a survey conducted by Clear Company, 97% of employees and executives state that lack of team alignment creates negative business outcomes. 

Before we dive into what kind of technology you can integrate across your organization to ensure greater departmental alignment, let’s take a look at the benefits that come with streamlined marketing, sales, and service alignment. 

The Benefits of Marketing, Sales and Service Alignment

By aligning your departments and developing a centralized and streamlined location for collaboration and collection of data and this benefits businesses in a variety of ways including:

  • Improved Customer Experience:As responsibilities, roles and accountability within each department or team are defined, fewer opportunities will be missed as everyone understands how each individual's role drives the same organizational goal.
  • Full Customer Understanding:
    y aligning departments and making use of collaborative tools such as CRMs, employees are able to share lead and customer information, which provides a clear view of the customer journey.
  • Faster Decision Making: With a single location for information and data, departmental leaders are able to make faster decisions. A CRM such as HubSpot provides a single place for marketing, sales and service information which guides decision making whereas siloed teams may struggle when it comes to decision making as they dont have full access to the relevant data. 
  • Greater Transparency and Accountability: When teams are aligned, they share a single goal and understand their specific role within the organization and how their role can propel organizational growth. This understanding gives way to greater drive, productivity, transparency and accountability.
  • Optimized Responsibilities: Aligned teams will ensure that employees are assigned tasks that are best suited to their specific skill set and role. Each individual is aware of their role and understands what is expected of them, which improves morale and productivity across the organization. 


We live in the digital era and as individuals seek a greater working environment, it is important that businesses break down silos and allow departments to communicate and flourish together. 

Now that we understand the benefits of team alignment, how can you implement and integrate this across your organization?

Introducing the HubSpot CRM


HubSpot is a Customer Relationship Management platform that offers an all-in-one marketing, sales and service software. HubSpot offers advanced tools and software to assist your organization with all digital marketing and sales tactics including SEO, content creation and distribution, marketing automation, lead generation and analytics. 

HubSpot puts all of your marketing, sales and service needs together in a single location and is made up of tools all professionals need to reach their goals. 


The HubSpot Offering

HubSpot provides a variety of tools that cater to every part of the buyer’s cycle. The software is divided into what is referred to as “hubs,” and you are able to purchase these hubs separately for your business. However, when they are combined, they work seamlessly to ensure team alignment across all your departments. 


The HubSpot Customer Relationship Management Platform 

The CRM software allows your marketing and sales team to completely organize and keep track of all your leads and current customers. This tool is designed to save your team from having to take on time-consuming tasks, leaving them to do what they do best. 

HubSpot CRM offers a variety of tools including:

  • User contact information and related data
  • Activity tracking
  • Pipeline visibility
  • Syncing of Outlook and Gmail
  • Live chats with clients and prospects

The HubSpot Marketing Hub

The Marketing Hub allows you to run successful marketing campaigns within the software, using tools that are designed to attract, engage and delight potential and current customers. Through HubSpot, your marketing department is able to craft compelling content and reach the right audience, at the right time, through the right channels, ensuring the best leads and quality customer conversion. 

HubSpot Marketing Hub offers a variety of tools including:

  • Landing pages
  • Email marketing
  • Search Engine Optimization
  • Blogging
  • Social media marketing 
  • Analytics and measurement
  • Complete marketing automation


The HubSpot Sales Hub

The HubSpot Sales Hub is made up of a variety of tools that allow you to manage, communicate with and track your leads. This gives your departments greater insight into the sales process and pipeline, empowering them to make decisions that lead to more sales. Essentially, the Sales Hub is designed to close more deals. 

HubSpot Sales Hub offers a variety of tools including:

  • Email templates
  • Free calling
  • Pipeline tracking
  • Email sequences
  • Meeting scheduling 


The Hubspot Service Hub:

The customer service software provides easy connection with clients and potential clients, allowing your service team to nurture relationships and convert leads. This personalized service ensures happier customers, which improves sales and betters your bottom line.

HubSpot Service Hub offers a variety of tools including:

  • Customer feedback
  • Support tickets
  • Knowledge base
  • Conversion bots
  • Live chats
  • Goals 
  • Reporting

It is important to note that these hubs come with a variety of subscriptions and some of the above mentioned tools are only available under specific subscription levels. Once you identify what your business requires for streamlined team alignment, you are able to select the best subscription for your business and your needs - and scale as you grow. 


The Wrap Up

In this day and age it is important that your teams are fully aligned in order to drive business growth. By investing in a CRM like HubSpot, you are able to effortlessly align your departments and move toward a common business goal, allowing room for accountability and transparency between individuals.


How We Can Help 

Based in the UK, France, Dubai, Spain and South Africa, DXG is a Group of four leading digital agencies with the skill and scale to solve any marketing and sales problem, for any organisation, anywhere in the world.

As one of the largest global HubSpot Partner Groups, our Mission is to enable organisations to harness the power of digital transformation. Collectively, we offer the entire HubSpot product suite across CRM, Marketing, Sales, CMS, and Service.

Our agencies have been recognised with Diamond or Elite Solutions Partner status. These accreditations mean DXG is unmatched in the depth of our HubSpot expertise. 

If you want to implement a powerful and unmatched integrated sales and marketing strategy, contact  DXG Consultancy  today.

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