"Research numbers are in, and they are very discouraging. In fact, 16% is the average alignment between B2B marketing and sales. But it's not either of the two departments' fault. Structure and alignment come from much higher, meaning CEOs and leaders in general, including CMOs and CROs. Unless you achieve marketing and sales alignment, you can't and won't meet sales quotas. And for that, you need all marketing and sales team members to work united toward the same targets and key accounts."
"The issue is that both teams have their own opinions and ideas on quotas that are often based on hunches. To generate high-quality business leads, you must set ambitious but realistic quotas based on historical data. Don't get too ambitious either. It's understandable that you want to increase your revenue by as much as possible, but don't burden your teams with extremely heavy expectations. The disappointment of not achieving these goals can be overwhelming."
"Profit quotas focus on calculating revenue after subtracting all relevant expenses. These expenses can be marketing costs, like advertising and other nurturing efforts, discounts, and delivery, if applicable. For example, a company may have set a monthly profit quota of $50,000 for each sales rep. You struck deals totaling $80,000. However, when you subtract all the marketing expenses, you are left with around $60,000 in revenue, meaning you exceeded the profit quota."
Alignment between B2B marketing and sales averages only 16%. Structure and alignment originate from CEOs and leaders, including CMOs and CROs, and require joint leadership commitment. Marketing and sales teams must work united toward identical targets and key accounts to meet sales quotas. Quota opinions often rely on hunches rather than historical data. High-quality lead generation requires ambitious but realistic quotas calibrated from past performance. Excessively ambitious quotas risk overwhelming teams and causing demoralizing shortfalls. Profit quotas measure revenue after subtracting expenses, while activity quotas emphasize pipeline management through tracked actions such as calls, emails, meetings, and demos.
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