Sales Alignment with Customer Success: Closing the Gap with Video


Your sales team brings in the business. Your customer success team delivers on the business. In theory, it’s a relationship that should coexist in perfect harmony; with each side of the equation working in tandem to yield unwavering results.

Cue the eye rolls.

While this harmonic sales alignment relationship may be far from reality for most businesses, it’s certainly not unattainable. This is especially apparent when considering that the source of misalignment across sales and customer success teams — similar to that of business development representatives (BDR) and sales — is unrealistic expectations.

As HubSpot so eloquently outlines, these expectations stem from the top. Upper management walks a line between touting care for their customers and not wanting to sacrifice short-term revenue. And in the end, money wins, leaving salespeople faced with monthly numbers to reach and little concern for what happens after the fact.

Once a contract is signed, whether it’s capable of being fulfilled or not, customer success teams are left to piece together what they can in the handover. In some cases, they become the band-aid: faced with their own sets of goals to meet as best they can.

If the above situation sounds more along the lines of what you’re used to internally, turning this ship around is undoubtedly a multi-step process involving various stakeholders. However, there are simple ways to shift mindsets and mend these broken relationships through improved knowledge transfer.

Read on for more about how to close the communications gap and achieve sales alignment with customer success by using video in Salesforce.

The Biggest Frustrations Between Sales and Customer Success Teams

We’ve already discussed the unrealistic expectations that can arise when C-suite executives resist the idea of taking short-term hits in revenue for the sake of quality delivery and long-term customer loyalty.

But how does the resulting strain materialize itself across sales and customer success teams?

A Handover of Responsibility

The term “handover” is a frequently used piece of sales jargon that, at face value, translates harmlessly. Essentially, once a deal is closed, the sales team hands over a customer to the customer success team.

Unfortunately, the connotation of this term can also imply a sort of shirking of responsibility on behalf of sales; reinforcing an internal notion of “us vs. them”. In reality, your sales and customer success teams should never feel like they’re on two separate teams.

Just because a sale is made doesn’t mean sales reps should wipe their hands clean. If anything, they should remain a constant source of knowledge, having facilitated the customer relationship from the very beginning.

Hurried and Incomplete Onboarding Processes

As a result of the unintentional handover mentality and a poor dissemination of information, it’s not uncommon for customer onboardings to feel hurried and incomplete. To deliver on customer needs, success teams will often require key sets of information. This information, however, is often not presented well, buried in uploaded documents and Salesforce text fields.

This same issue arises during the client prospecting in-between for BDR and sales teams as well. Business development will catch wind of a lead, collate everything they can into Salesforce, and expect those in sales to be able to dissect and act on it at a moment’s notice.

Deliverables That Can’t Be Delivered On

When all is said and done, the aforementioned pain points trickle down and result in unmet promises.

From the get-go, these departments are pitted against each other to perform within their own boxes of success. And when they aren’t working together to effectively pass along necessary information from one point to the next, there’s no solid foundation to build upon.

Deliverables can’t be met, fingers get pointed from one team to the next, and the frustration cycle continues.

Why Sales Alignment with Customer Success is Crucial

If it hasn’t been made clear already, aligning sales and customer success teams is crucial, not only for the sake of long-term revenue, but employee retainment as well. When frustrations (like those detailed above) are ignored, internal resentment grows and company loyalty lessens. Putting the right processes and tools in place before pain points become realized, is crucial for maintaining inter-departmental health.

Additionally, from a revenue standpoint, selling contracts is the mere tip of the iceberg.

Those numbers may look good on paper at the start, but when retainment is low, there are foundational issues in need of addressing. Everyone on the team — from sales to customer success and beyond — should be ingrained with the notion that bringing on new customers is only as good as the company’s ability to keep them on board. The responsibility is shared.

Closing the Communications Gap

It may seem daunting, but closing the communications gap is not an impossible task for business development, sales, and customer success teams. With Salesforce and NativeVideo, opportunities and new customers can easily be translated across departments via engaging video messages.

Integrated as a native application in Salesforce Sales Cloud, video is easy to both record and search for directly within each added opportunity. Teams can even work together to generate pre-determined questions for answering before handover. Rather than sifting through the endless text of uploaded docs, email chains, and chatter threads, reps can synthesize all necessary information gleaned from a prospect and/or customer into one, easily consumable video.

This type of information transfer proves even more useful for teams that work remotely. In one central location, teams can better work together with consolidated information that addresses defined needs at every stage of the prospecting and onboarding process.

Final Thoughts: Sales Alignment & Customer Success: Closing the Gap with Video

Aligning sales and customer success teams in a way that benefits your business in both the short and long-term starts with effective communication. Layering video on top of your existing Salesforce efforts doesn’t just close the knowledge transfer gap. It sets the stage for shared responsibility and long-term growth.

Curious to see how NativeVideo can be put to work for your team? Get in touch for a demo of Salesforce and video made easy.