Sales & Marketing Alignment

"Sales and marketing alignment starts with giving both teams common goals. While the two teams’ jobs will always be different, they need to have shared high-level goals that lead to pipeline and revenue targets.“ 

5 Strategies for Successful Marketing and Sales Alignment - American Marketing Association

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Identify Barriers and Begin to Bridge Silos

Sales and marketing often work in “silos.” While the engagement of sales and marketing can be beneficial for businesses, there are often barriers preventing the two departments from working together effectively in the planning process.

Lack of Communication

When sales and marketing teams operate in silos, they may not share information about customer feedback, sales data, or marketing campaigns. This can lead to misaligned strategies and missed opportunities for growth.

Different Metrics and Goals

Sales and marketing teams often have different metrics and goals, which can create conflicting priorities.

• Sales Priority  Closing deals and reaching sales targets

• Marketing Priority  Creating brand and product awareness

Lack of Understanding

Sales and marketing teams may have different perspectives on customer needs and preferences.

• Sales Priority  Meeting specific customer needs and overcoming objections

• Marketing Priority Creating messaging for a wide or targeted audience

Lack of Integration

Sales and marketing tools, such as CRM systems, may not be fully integrated, which can create inefficiencies and make it difficult to measure the impact of marketing campaigns on sales.

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