Technology has meant a paradigm shift across every aspect of marketing, but sales and marketing alignment may be the most easily quantifiable. If the departments aren’t in step with each other, it will almost certainly be reflected in the numbers 

Mike Neumeier, owner and principal of Arketi Group, a B-to-B PR and digital marketing agency, said the integration technology into the sales and marketing department has been met with a mix of opportunities and challenges. Small companies can measure how marketing affects sales, but are sales and marketing speaking the same language and making the best use of these pieces of technology? Are qualified leads slipping through the cracks because there’s not a closed loop between the sales and marketing departments? 

Neumeier has spent his career creating and delivering plans to help organizations generate revenue and growth. Companies must use the new technology, data and multiple channels at their disposal to drive more traffic, conversions and revenue, he says.

Q: Technology has a lot of potential, but has there been any deviation between sales and technology? Where have the trouble spots been?

A: We work with tech companies in the B-to-B space. Say you have a company that has a marketing department that has decided they’re going to deploy a marketing automation tool. … The potential for the biggest disconnect is not around the technology itself but how you’re implementing best practices around things like lead scoring. When does a prospect become a marketing-qualified lead and when does it get pushed over to the sales department and become a sales-qualified lead? Sometimes marketing thinks, oh, we pushed 500 leads to the sales department last month, and the sales department might say, “Well, five of them were good.” That begs the discussion: What does “good” mean? Is there a disconnect from how marketing describes a good lead and sales describes a good lead?