Shared Goals Drive Effective Alignment

Christine Crandell wrote a very relevant post on "Three Metrics to Measure Sales and Marketing Alignment". As a data driven organization we adhere to the believe that we can't improve what we can't measure but at the same time experience has taught us that to effectively change behavior we need to have the right motivators in place.

Before establishing a measurement framework we advise our customers to first establish shared goals and the corresponding rewards. These two are necessary preconditions to move the needle of any alignment metric.

Predicting most likely responders to a marketing campaign only makes sense when those responders are most likely to make a purchase as well. If you are able to define the quality of your marketing efforts in terms of their impact on revenue, then alignment will follow. Almost regardless of the metrics you choose to track it.