The short answer is three reasons: revenue, customer retention and win rates.
When marketing and sales are aligned, overall performance of both teams and the company are better. Check out these stats from Hubspot (July 2017):
Companies with good marketing and sales practices in place generated 208% more revenue from marketing efforts.
When marketing and sales teams work cohesively together, companies see 36% higher customer retention and 38% higher sales win rates.
When there's misalignment, however, marketing and sales technologies and processes actually cost B2B companies 10% or more revenue per year.
When your company can generate more revenue, with higher customer retention and greater win rates, the question isn't why is alignment important, it's "is your company aligned and if not, what are you going to do to change that?
Companies will recognize that marketing and sales aren't aligned but tend to keep moving forward either because they are meeting company goals and/or meeting financial commitments to stakeholders.
If companies don't have marketing and sales team that are aligned, it requires change. I believe change can be difficult so companies continue with the "We've always done it this way" mentality to avoid change. (BTW "we've always done it this way" is the worst response ever!). While maintaining status quo is good for the short term, those companies aren't thinking long term and how they can continue to keep a competitive edge or continue meeting their company commitments.
Did you know....When marketing and sales are aligned, companies become 67% better at closing deals? ~Marketo
More importantly, how do you know if YOUR marketing and sales teams are aligned? Take this quick 10-question survey (takes less than 2 minutes) to gauge if you're on the right track.
If you comment on this post or are already subscribed to receive updates, I'll update when I have survey results!
NEXT on the reading list: Communication, Communication, Communication