Đorđe Lazić
Aligning marketing and sales has proven to be one of the most effective ways to accelerate growth, improve conversions, and achieve more stable revenue planning...
Đorđe Lazić
Director of Corporate & Business Development Office
In today’s business environment, separating marketing and sales is no longer a sustainable strategy. Research by Harvard Business Review shows that companies that align these functions achieve 15–20% above-average growth. At Egzakta, we confirmed this insight by integrating our marketing and sales teams within the Corporate Development Office of Egzakta Group.
We recognized that poor alignment between marketing and sales directly reduces profitability. A study by Forrester Research confirmed that companies lose around 10% of their annual revenue due to this issue—something that was unacceptable for us. By introducing shared performance metrics for both teams, we significantly improved revenue predictability, resulting in more efficient sales processes and more accurate forecasts for our executive team. Throughout this process, we were guided by a key question: “Are we measuring what truly drives long-term value?”
By clearly defining lead qualification criteria, we shortened our sales cycle and enabled both teams to speak a common language and think strategically together. The implementation of integrated technology systems became the foundation for data-driven decision-making, allowing our teams to predict customer behavior more accurately throughout the entire buyer journey—from initial contact to final deal closure.
According to extensive research by McKinsey Global Institute, as many as 79% of potential leads never become customers due to poor alignment between marketing and sales. This insight led us to define several transformative strategies that fundamentally changed our market approach.
By focusing on long-term customer value rather than short-term results, we increased the average value of our contracts - achieving not only tactical improvements but also a fundamental shift in how we engage our target segments.
By moving from product-centered communication to customer-needs-centered communication, we increased our lead conversion rates. This shift became a key factor in our market differentiation and continuous revenue growth. At the same time, the implementation of advanced analytics enabled more accurate business forecasts, reinforcing our belief that true advantage comes from interpreting data - not just collecting it. This has become one of our core market principles.
At the beginning of our integration journey, we faced several major challenges. The first -and perhaps the most demanding - was data fragmentation. Our teams relied on different information sources, which led to conflicting conclusions and inconsistent decision-making. We addressed this by implementing a centralized system that provided everyone with a “single source of truth,” eliminating confusion and enabling our executive team to make decisions based on the same data.
The second major challenge was misalignment between marketing materials and sales communication. Clients were often confused by inconsistent messages across marketing channels and direct sales interactions. Through a series of intensive workshops, both teams jointly redefined our value proposition, ensuring that every client interaction communicated the same clear value message.
The deepest transformation, however, was cultural. Instead of operating in traditional silos that fostered misunderstanding, we gradually built a unified team with a shared mission across the entire Egzakta Group.
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