Marketing and sales alignment is a must for businesses to succeed. Just think about it like this: we have two eyes, but for us to actually see clearly, both of them must be looking at the same direction. If your solar marketing and sales teams aren’t in agreement, blame fests might repetitively occur, leaving you with minimal sales. 
Now, the only question here is: how exactly do you align your solar marketing and sales department? Well, here are the steps your solar company needs to take:
Step 1: Understand the Customers
Businesses are all about giving solutions and comfort to the customers. That’s why before anything is done to unify and align your marketing and sales departments, your company must first understand your prospective customers’ needs and preferences. This will help the whole company, specifically the two teams in question, to create a solid message and a marketing process that will attract the customers and persuade them to go through the whole sales funnel.
Step 2: Define Vocabulary and Set Goals
Once your company fully understands the customer’s needs, it’s time to develop a set of goals and clarify the technical terms to be used by both the solar marketing and sales teams. Sales alignment is highly reliant on communication, so a misunderstanding can easily lead to a huge failure. Terms such as “leads,” “sales cycle,” and “conversion” are just a few that must be clearly defined for the marketing process to be as smooth as possible. Furthermore, when it comes to the technical aspects of solar, make sure both teams can explain solar technology concisely and clearly.
Step 3: Decide on Your Message
Your marketing and sales department must not only be in agreement when it comes to the technical details but also the message they deliver to the customers. Often, prospective clients drop out of the sales funnel and seek new providers simply because they have become confused with the messages the two teams are trying to push on them. Make sure the image being projected and the message being delivered by both teams are consistent and stay true to the goals set is definitely paramount for success.
Step 4: Create a Clear Marketing Process
Many solar businesses think sales alignment is just about making the solar marketing and sales departments friendly with each other. However, this can’t be farther from the truth. For proper sales alignment, the teams must define the sales process, carefully delegate tasks, and set boundaries. Both teams should know exactly where they start in the sales funnel and where they have to turn it over to the other team.
Step 5: Monitor Development and Results
As with any marketing ventures, monitoring results is also necessary for a successful sales alignment. However, it’s important to remember that results aren’t only about sales. So when tracking development and gauging results, you have to consider the following factors:
- Productivity level
- Transition between the marketing and sales team
- Difference in traffic, leads, and sales
- Feedback from both the teams and the customers
Aligning your marketing and sales team might feel like being torn in a war, but with preparation and cooperation, it will be like a peace treaty that will ensure both teams’ and the company’s prosperity.
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