Research: Align Your Customer Service, Marketing, and Sales Teams to Drive Revenue

Research: Align Your Customer Service, Marketing, and Sales Teams to Drive Revenue | The Brooks Group

Today, customer experience dictates how successful a company will be in the long-term. That’s why it’s key that your salespeople use a customer-focused, consultative selling process with every prospect and customer they interact with.

But your customer-centric strategy should go beyond the sales team. To truly be successful in today’s competitive landscape, your organization must have a strong alignment between the Customer Service, Marketing, and Sales departments.

Improve Cross-Departmental Alignment to Drive Revenue

We’ve known that a strong alignment between Marketing and Sales improves overall performance. New research reveals just how critical it is for the Service department to be included in this alignment as well. 

According to Aberdeen, companies that align Service and Marketing programs around the customer improve customer satisfaction and allow their sellers to sell more. The research reveals a 55% greater annual increase in customer satisfaction rates than those where the departments operate in silos.

Happy customers buy more, stay with your company longer, and refer more business.

Companies that have marketing and service departments in sync have customers who are more loyal and spend more, as the study reveals. Some additional findings from Aberdeen’s report include:

  • Aligned firms enjoy 7.6 times greater annual increase in customer retention rates (11.4% vs. 1.5%) compared to All Others
  • Aligned firms achieve 2.8 times greater annual increase in company revenue, compared to All Others (25.6% vs. 9.0%)
  • Sales teams across these firms enjoy 41% greater annual growth in their attainment of quotas (51.2% vs. 36.3%)

Align Your Sales, Marketing, and Customer Service Teams with IMPACT

The IMPACT selling process is a buyer-focused sales process that allows salespeople to consult with prospects and customers and present the best possible solutions.

In addition to increased sales, training your team with IMPACT gets everyone speaking the same language—making conversations between team members much more efficient and productive.

Now imagine how much more productive your organization would be if your Marketing department understood the sales process and could provide marketing materials for every step of the buyer’s journey.

That alignment is achieved by our clients who train their Marketing teams in the IMPACT process.

And now, IMPACT customer service training is available for your Customer Service department. In the customizable live or virtual training program, your Service reps will learn to tailor their approach to each customer, solve issues quickly, and align strategically with your organization’s sales team.

Watch the video below to learn more about the IMPACT for Customer Service training program



In a world where the customer is in control, happy customers are the secret to growth. And that means refining your customer-focused approach is more important now than ever before.  

It’s one thing to say your organization is taking a customer-focused approach, but to truly succeed you need an intentional strategy and strong cross-departmental alignment.

With IMPACT as your operating system, your teams will be able to understand customer needs, develop relevant sales collateral, identify untapped revenue potential, and sell more to customers who are ready to buy.

Schedule a consultation to learn how to align your team with IMPACT and start achieving sustainable performance lift today.



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How to Align Sales & the Rest of the Organization to Drive More Revenue

We just finished an eye-opening research study which revealed that 47% of salespeople do not have confidence that the sales department is respected by other departments inside of the company. The fundamental truth is this: sales believes that the rest of the company wouldn’t have jobs if not for them… and the rest of the company feels sales wouldn’t have a job without them.


David Tucker

David Tucker is a Business Partner for The Brooks Group. In his role he is responsible for developing strong, mutually beneficial relationships with clients, helping them to effect long term cultural change inside their sales organizations.

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