Understand your audience and adjust your message. For the C-suite, focus on how marketing affects revenue, market share and overall goals. Instead of showing only lead numbers, explain how marketing campaigns led to closed deals. Use metrics like customer lifetime value, marketing-attributed revenue and the ratio of customer acquisition cost to lifetime value.
For your marketing team, provide deep insights on campaign performance, efficiency and conversion data. Share conversion rates by channel, engagement metrics, and A/B test results. Show them where the sales funnel can improve and how to qualify leads better.
Sales teams need data to help them prioritize leads and close deals. High-quality leads and relevant sales enablement materials are their top concerns. Provide detailed lead scoring data and highlight engagement levels. Use data on conversion of marketing qualified leads to sales qualified leads to guide their efforts.
When sales and marketing teams work together, they benefit from shared return on investment (ROI) metrics. Use common metrics like customer acquisition cost, customer lifetime value and conversion rates to keep both teams aligned. This shared approach simplifies decision-making and promotes collaboration.
