How Do Marketing And Sales Effectively Align With Intent Data?

Regardless of the company’s size and incorporation, aligning the marketing and sales teams is essential. At about the same time last year, we published this Real Impact article describing how intent statements can create a positive difference in marketing and sales alignment. The main points of the article are still relevant today. If your company’s marketing and sales teams aren’t on the same page, using intent statements won’t miraculously bring them together. But instead, intent statements make it easier to align rather than create it. With 2022, it’s time to cover the importance of marketing and sales alignment and the ways in which statements of intent play a pivotal role.

Intent statements are known to have a variety of use cases, here are two examples:

  1. Defines the accounts with the highest purchasing intent
  2. It provides insights into the weaknesses that organizations have, helping when customizing content at every stage of the buyer’s journey

If brands choose to use intent data to prioritize only accounts rather than tailoring their sales presentation to the needs of potential customers, they are not using intent data to its fullest potential. Furthermore, companies that use intent statements effectively should keep their sales leaders in the loop and share the details with them beforehand.

Also, members of the senior management team must ensure that everyone involved in the sales process has an in-depth understanding of statements of intent, their use cases, and the value they can bring. It is equally important for teams to understand how to properly use intent statements, which starts with teaching them the reasons for using intent statements.

According to a recent Intensify Data Report on Intent, many B2B marketers have expressed their great experience with intent data despite potential wrangling with their sales peers and outreach efforts. In the same report, more than 90 percent of marketers stated that intent statements solve most digital marketing challenges. What does your experience look like when it comes to statements of intent?

How does intent statements facilitate marketing and sales alignment?

1. Strategically engage with the right people

How many times have you heard the phrase “sharing means caring”? Although this is a cliche, many brands and B2B marketers believe that this is how it should be. When seeking to align sales and marketing together, it is important to understand the key stakeholders and then keep them in the loop from the start of the sales process. Make sure you leave no room for confusion, and even though the sales stage is at the end of the funnel, stakeholders should be part of the strategy from the initiation stage onwards.

2. Mark the correct data

For marketing campaigns to be successful, it is essential to share the right data with the right people at the right time. Nowadays, there is a great deal of data overload, and data is often leaked while it is being handled and shared with specific individuals.

Also, it is essential to ensure that the right stakeholders are reached at the right time. Brands can take advantage of automation and even set up reporting alerts to initiate actions that are contextually appropriate. On a similar note, it is helpful to notify sales teams of target account activity so that they can assist customer service teams with sales opportunities.

3. Use intent data to break silos

One of the most important benefits of dealing with underappreciated data is that it breaks down barriers. The data even brings different departments and teams together, which is a multi-benefit thing. When it comes to aligning marketing and sales, sales teams can share their interactions with multiple potential clients and customers. Then, the brand’s marketing team can take advantage of specific insights to improve their campaigns. In return, marketers are able to share their reports and content assets with fellow salespeople.

4. Get support from senior management

Getting support from top management is an essential aspect of marketing and sales alignment. As mentioned earlier in this article, intent statements facilitate alignment, but do not create it. To activate statements of intent across both the marketing and sales teams, it is essential that upper management is on the job and on the same page as the brand itself.

5. Collect more use cases

Last but not least, it is important to keep in mind that statements of intent are not limited to marketing and sales. Interestingly, brands can monitor key supplies, track their competitors, and take advantage of these details to build better relationships with different online media and communities. After all, each of these factors is indirectly related to marketing and sales. When prioritized, this often facilitates a healthy relationship across many departments within the organization.

Overall, there is no denying the fact that statements of intent are a valuable tool. Conversions equal business, and statements of intent help brands achieve this effectively. However, for conversions to happen, brands must have conversations with potential customers. Realistic and meaningful conversations usually happen when the company’s marketing and sales team are on the same page. With that being said, it is in every company’s best interest to make effective use of statements of intent and determine the best course of action. Don’t stop learning about intent statements though – check out any of these informative True Influence Statements articles today!

Related blogs:
Use intent data to scale your integrated marketing campaigns
Can intent statements help solve digital marketing challenges?

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