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Alignment

Improving Sales and Marketing effectiveness requires the wider organisation, and its systems and processes, to be aligned with the new approaches.

The Alignment Meeting is an important part of the preparation phase. Typically facilitated by your internal resources working in tandem with Imparta experts, it involves a range of key stakeholders. For a sales intervention, for example, the attendees might include:

• Business and sales leaders
• Marketing (esp. Proposition Development and Pricing)
• Product development (& training)
• Bid Support
• Customer Service
• Technical Service
• Finance (forecasting)

The meeting is designed to identify the key alignment issues that need to be addressed during implementation. These might include:

• Agreement around business goals;
• Strategic implications of the new approach;
• Tactical support required from other areas;
• Who to involve in the training (including cross-training, for example, marketing in sales disciplines and vice-versa);
• Changes to what is provided to other areas of the business by the function in question;
• Support required from business leaders;
• HR & incentive implications (including use of new competencies in hiring & review processes; parallel career tracks for “super salespeople” lacking coaching skills, etc.);
• Roll-out strategy;
• System implications, e.g. how new approaches dovetail with the CRM system;

The alignment meeting results in a set of concrete actions that help to ensure the initiative achieves its goals.

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