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Slippery Rock Gazette January 2025 | 7
Training & EducaTion
Marketing and Sales Alignment: The Missing Link in Stone Fabrication Success
growth. Leading fabricators achieve this by holding weekly alignment meetings, using shared CRM systems, conducting regular performance metric reviews, orga- nizing joint customer feedback sessions, and employing unified project tracking tools.
Action Steps for Implementation
Start your alignment journey with these proven steps:
1. Audit the current state
Examine your processes to identify gaps between marketing and sales functions. This process includes documenting lead flow patterns, analyzing communication systems, identifying points of disconnect, recognizing technology gaps, and evaluat- ing average response times.
2. Create shared definitions
Build agreement on key terms and processes. This includes defining qualified lead criteria, setting standard response times, establishing quote follow-up procedures, developing customer communication protocols, and outlining project milestone definitions.
3. Implement Tracking Systems
Put measurement tools in place that fol- low industry best practices. These tools include lead tracking systems, quote fol- low-up metrics, customer interaction records, project timeline monitoring sys- tems, and revenue attribution tracking mechanisms.
Conclusion
Marketing and sales alignment isn’t the- oretical—it’s a proven path to higher prof- its. While stone industry-specific data is limited, broader business research consis- tently highlights the value of alignment. According to Forrester Research, aligned organizations achieve an average of 32% annual revenue growth.
Success in today’s competitive market demands more than quality craftsmanship. It requires marketing and sales teams to function as a unified force to attract, serve, and retain customers.
Ready to align your marketing and sales teams for maximum results? Contact miliamarketing.com for a comprehensive assessment of your current processes and a custom alignment strategy for your fab- rication business.
The disconnect between market- ing and sales teams costs busi- nesses millions in lost revenue. According to LinkedIn’s research, 87% of sales and marketing leaders say col- laboration between these teams enables business growth. For stone fabricators, this alignment becomes even more crit- ical as modern customers research exten- sively online before setting foot in a showroom.
The stone industry faces unique chal- lenges in bridging this gap. Marketing teams create photo galleries and social media content to attract leads, while sales teams handle material discussions and detailed quotes. Without proper align- ment, valuable opportunities slip away. Research by HubSpot reveals that com- panies with strong sales and marketing alignment achieve 20% annual revenue growth on average.
Core Business Impact in Stone Fabrication
The relationship between marketing and sales transforms three key areas of stone fabrication businesses:
Marketing evolves from generating unspecified leads to delivering sales- ready opportunities that match specific buyer profiles. Sales teams transition from reactive quoting to proactive con- sulting with marketing insights into cus- tomer preferences. Production teams benefit from clearer customer expecta- tions established during aligned market- ing and sales processes.
Research-Backed Benefits
According to Salesforce’s State of Marketing report, aligned organizations achieve 36% higher customer retention rates and 38% higher sales win rates. In the stone industry, this translates to more efficient operations and better customer relationships.
Customer Experience Excellence
The impact of alignment is evident
Anthony Milia
Milia Marketing
in customer satisfaction. According to a study by MarketingProfs, companies with aligned sales and marketing generate 208% more revenue from marketing efforts. For fabricators, this translates to:
• More accurate expectations about materials and timelines
• Consistent messaging from first con- tact through installation
• Better-qualified leads entering the sales pipeline
• Clearer communication about proj- ect specifications.
Operational Efficiency
Industry observations from successful fabrication shops show that proper align- ment has a transformative impact on over- all operations It leads to:
• More efficient template scheduling • Reduced material waste from better expectation setting
• Fewer installation reschedules •Decreased customer change orders •More accurate project timelines.
Best Practices from Industry Leaders
Leading fabricators implement several key strategies that align with broader busi- ness research:
Technology Integration
Successful fabrication shops integrate systems to ensure seamless operations. They connect CRM systems to quote tools, link marketing automation to sales pipe- lines, utilize project management software for customer communication, integrate material inventory with quote generation processes, and tie installation scheduling to customer updates.
Communication Protocols
According to SiriusDecisions, regular communication between sales and mar- keting can result in 19% faster revenue
#1 Customer
Continued from page 6
How are you using data-driven insights to customize your sales process and improve decision-making?
How are you handling pricing pres- sure from competitors, and what steps are you taking to ensure your value is communicated effectively?
So, schedule lunch with your top cli- ents. Don’t wait for someone else to wrangle the relationship. Then, really listen to what your clients are saying and think about how you can improve your service to make relationships rock-solid.
One more thing about these questions: You don’t have time to meet with all of your customers, but your salespeople can. They should know the answers to these questions, too. If not, they need to take a few meetings as well.
Tim Saddoris is the president of Grand Onyx, a firm dedicated to build- ing world-class surface fabricators. Grand Onyx helps companies define operational processes and create road maps to achievements that enable more predictable revenue, stronger mar- gins and foster legacy businesses that stand the test of time. To learn how Grand Onyx can help with hiring or automating your business, visit www. GrandOnyx.Pro .
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