The lack of alignment between sales and marketing is often the main culprit behind lost business opportunities
Everybody knows this issue, so why don’t sales and marketing teams align effectively?
Sales teams often feel aimless and disconnected, unaware of what marketing is doing. They will blame the marketers when leads suck.
On the other hand, marketers expect the leads to be closed and can feel frustrated when they aren’t.
So, how do you align sales and marketing?
It sounds great in theory, but implementing this in practice is challenging. Only a handful of organizations have succeeded.
However, those that have succeeded are reaping significant benefits and gaining a competitive edge in generating dream leads.
Why is Aligning Sales and Marketing is Important?
Table of Contents
Silos between sales and marketing directly impact revenue. When these teams are aligned, closing rates can increase by up to 38%, while misalignment can lead to at least a 10% loss in revenue.
Aligned teams can identify opportunities earlier in the sales process, significantly increasing the likelihood of conversion.
Sales deals often involve 6 to 10 decision-makers (the buying committee), many of whom engage with marketing-led content through websites, events, or ads.
This is where opportunity-based marketing becomes important.
Understanding Opportunity-Based Marketing (OBM)
Opportunity-Based Marketing (OBM) is a B2B strategy that focuses on targeting sales-identified opportunities and buying committees. It allows marketers to create tailored journeys for each decision-maker, delivering content and offers based on their role, unique interests, and decision-making stage.
OBM aligns sales and marketing teams around shared goals, helping them identify opportunities earlier in the sales cycle. This collaboration increases conversion rates and fosters a cohesive customer engagement strategy.
Sales and marketing function as an interconnected ecosystem, relying on one another. You’re not isolated entities; you’re a unified team.
Collaborating toward a shared goal, defined collectively, enhances both morale and confidence.
– Spencer Hadelman, Advantage Marketing.
Must Read: 35 Closed-Ended Questions To Ignite Your Sales Strategy – And When to Use Them
Key Strategies for Sales and Marketing Collaboration
Aligning marketing and sales teams around shared goals and improving communication between them can foster a more cohesive approach, ultimately increasing revenue for the business.
Focus on Open Communication
Sales and marketing teams don’t naturally go together. The quickest fix? Talk more. Set up regular meetings (weekly or monthly) to align campaigns, leads, and goals.
Casual chats matter too—create space for informal conversations like team-building activities or quick check-ins. A little bonding goes a long way in breaking silos.
Align Goals and Metrics
Sales teams chase quotas. Marketing teams track website clicks. Sound familiar? This misalignment kills productivity. Instead, focus on shared goals like lead generation, revenue growth, and conversion rates.
Track results using common metrics like lead value and sales-ready prospects. When everyone’s chasing the same finish line, you’ll hit goals faster.
Collaborate on Projects
Nothing builds teamwork like working together on real tasks. Invite marketers to join sales calls or account planning sessions.
Let sales contribute ideas for campaigns or product messaging. This cross-team effort helps both sides understand the other’s mindset—and boosts results that actually matter.
Leverage CRM Tools
CRM tools are game-changers for sales and marketing alignment. They centralize customer interactions, whether it’s email, calls, or social media.
Sales knows where leads stand, and marketing can optimize campaigns. Look for AI-powered CRMs that analyze behavior and provide actionable insights in real-time.
Real-Time Lead Alerts
Sales teams can’t afford to wait. When leads interact with content—downloading an ebook or clicking an email—sales needs to know right away.
Set up real-time alerts so sales teams can strike while the lead’s interest is hot. Fewer delays = higher conversions.
Speak the Same Language
One team’s “qualified lead” is another’s “not ready yet.” That’s a problem. Create a lead scoring system with clear, shared criteria so both teams are on the same page.
When everyone agrees on what makes a lead “ready,” collaboration gets a whole lot smoother.
Hire Team Players
Sometimes, you need people who naturally bridge the gap. Hire candidates who understand both sales and marketing. Ask how they’d handle scenarios where a campaign underperforms or leads aren’t converting.
These multi-skilled hires bring fresh perspectives and help teams work as one.
Keep Customer Messaging Consistent
Inconsistent messaging confuses customers. Marketing insights combined with sales feedback create the perfect blend of customer messaging.
Meet regularly to agree on brand voice, offers, and key opportunities. When both teams deliver a unified message, trust and conversions soar.
Must Read: Open-Ended Questions for Sales You Should Be Asking to Close More Deals
Tools to Bridge Sales and Marketing Gaps
Communication Gaps
Tool: Slack, Microsoft Teams, or Zoom
Why Use It: Tools like Slack and Zoom simplify collaboration with quick updates and regular check-ins, keeping sales and marketing aligned.
Disconnected Customer Data
Tool: HubSpot CRM, Salesforce, or Zoho CRM
Why Use It: CRMs centralize customer interactions, giving both teams a clear view of leads and eliminating silos.
Low-Intent Leads Waste Time
Tool: 6sense, Bombora, or LeadSquared
Why Use It: These tools analyze intent signals, helping sales focus on high-priority leads while marketing nurtures the rest.
Slow Follow-Ups Hurt Conversions
Tool: CRM Notifications or Outreach
Why Use It: Real-time alerts ensure sales teams act quickly when leads engage with content, boosting conversion rates.
Misaligned Goals
Tool: HubSpot Reporting, Tableau, or Google Analytics
Why Use It: Shared metrics like conversion rates and ROI keep both teams focused on the same objectives.
Inconsistent Messaging
Tool: Seismic, Showpad, or Google Drive
Why Use It: These tools provide a single library of approved content, ensuring consistent messaging across campaigns.
Poor Lead Nurturing
Tool: Marketo, Pardot, or Mailchimp
Why Use It: Marketing automation nurtures leads with personalized content, passing sales-ready leads to sales.
Campaigns Go Off Track
Tool: Asana, Trello, or Monday.com
Why Use It: Project management tools streamline workflows and ensure campaigns hit deadlines.
Fragmented Customer Data
Tool: Segment, BlueConic, or Treasure Data
Why Use It: CDPs unify customer data, giving both teams a complete view for smarter targeting.
Targeting High-Value Accounts
Tool: Terminus, Demandbase, or RollWorks
Why Use It: ABM platforms focus sales and marketing efforts on high-value accounts, driving stronger ROI.
Sales and Marketing Working Together: Key Takeaways
Winning marketing strategy doesn’t happen in isolation. It thrives on insights from your sales team.
When departments work on a common objective, your marketing and sales teams become more creative and effective.
This alignment leads to unified messaging that resonates and a buyer experience that feels seamless.
The takeaway? Spot the disconnect. Bridge the gap. Align your sales and marketing teams now—before your competitors catch on. That’s how you’ll drive revenue and stay ahead of the game.
Vikas Bhatt is the Co-Founder of ONLY B2B, a premium B2B lead generation company that specializes in helping businesses achieve their growth objectives through targeted marketing & sales campaigns. With 10+ years of experience in the industry, Vikas has a deep understanding of the challenges faced by businesses today and has developed a unique approach to lead generation that has helped clients across a range of industries around the globe. As a thought leader in the B2B marketing community, ONLY B2B specializes in demand generation, content syndication, database services and more.
