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It is conventional wisdom that alignment—i.e. clarity of purpose and efficiency of process across all internal departments—is critical to a company’s success. But where does one begin? For years, businesses have focused on the alignment of their Sales and Marketing teams because these two groups have a clear impact on company revenue. In turn, a plethora of articles have been written on the subject. The American Marketing Association refers to it as a “problem as old as the corporate structure itself” and everyone from the entrepreneurial blogger to the Huffington Post has tips and tricks to help these two teams collaborate more seamlessly. Today, however, companies are so well versed in which marketing automation and CRM tools they need, and which metrics and compensation plans motivate those teams best, that they’re looking for new customer touch points to improve upon. When it comes to the SaaS industry, one power couple has garnered much of their attention: Product Management and Customer Success. |
