Bridge the gap between marketing and sales alignment to create a unified revenue engine that delivers higher quality leads, smoother handoffs, and ultimately more closed deals.
Solving the Sales-Marketing Divide
We address the fundamental pain points that create friction between marketing and sales teams. Sales teams often complain that marketing delivers unqualified leads, lacks relevant content, and doesn’t understand the product. Meanwhile, marketing teams feel sales doesn’t follow up properly, cherry-picks leads, and fails to maintain accurate data.
Our marketing and sales alignment strategy brings both teams together around a shared view of the customer journey, establishing clear definitions, processes, and accountability measures that eliminate these common grievances and create a seamless revenue-generating machine that benefits both departments.
Unified Lead Qualification Process
Development of clear, agreed-upon definitions and processes for lead scoring, routing, and handoff.
Sales-Informed Content Strategy
Creation of sales-enabled content that directly addresses buyer questions and objections at each stage.
Collaborative Account Planning
Joint development of account targeting and engagement strategies by marketing and sales teams.
Shared Success Metrics
Implementation of unified reporting and accountability measures that align both teams around revenue goals.
Problems we solve
Our marketing and sales alignment approach addresses the critical disconnects between marketing and sales that undermine revenue performance and create organizational friction.
- Poor MQL to SQL conversion rates
- High lead rejection rates by sales
- Wasted marketing investment
- Missed pipeline opportunities
- Tension between departments
- Ineffective sales follow-up
- Slow or inconsistent lead response times
- Inadequate nurturing of qualified leads
- Incomplete CRM data on lead progression
- Inability to measure true campaign effectiveness
- Misaligned objectives and incentives
- Conflicting departmental priorities
- Lack of shared success metrics
- Finger-pointing when targets are missed
- Disjointed customer experiences
Popular questions
Common questions our clients ask about our marketing and sales alignment services and how we address their specific challenges. These responses reflect our proven approach and the tangible results we’ve delivered for marketing leaders facing similar obstacles in their ABX implementation.
How do you identify the specific causes of misalignment in our organization?
We conduct a comprehensive assessment of your current lead flow process, documenting how leads move from initial inquiry to closed deal. This reveals specific friction points in handoffs, qualification criteria, data sharing, and follow-up processes. We analyze both process metrics (conversion rates between stages) and qualitative feedback from both teams to identify the root causes of poor marketing and sales alignment.
How do you get sales teams to buy into marketing's ABX strategy?
We focus on early collaboration and shared definition of success. Sales teams are involved in account selection, buying group mapping, and content development from the beginning. We ensure marketing campaigns deliver genuine value to sales by providing actionable insights, personalized content, and well-qualified leads with clear next steps. Most importantly, we establish shared KPIs that tie directly to revenue outcomes which drives marketing and sales alignment.
What technology changes are typically needed to improve marketing and sales alignment?
Often the issue isn’t lack of technology but disconnected systems and data flows. We map your current tech stack to identify integration gaps between marketing automation, CRM, and sales engagement tools. We then implement the necessary data connections and workflow automations to ensure consistent lead scoring, routing, and activity tracking across the full customer journey.
How long does it typically take to see improvement in marketing-sales alignment?
Initial improvements in process efficiency and lead handoff clarity can be realized within 30-60 days. More significant impact on pipeline metrics typically emerges within 90 days as higher-quality leads begin moving through your sales process. Full cultural alignment with measurable impact on revenue outcomes generally takes 4-6 months of consistent implementation and refinement.
What metrics should we track to measure improved alignment?
We recommend a balanced scorecard approach that includes operational metrics (lead response time, CRM data quality), conversion metrics (MQL-to-SQL rate, SQL-to-opportunity rate), velocity metrics (time between stages), and ultimate revenue metrics (marketing-influenced pipeline, closed/won deals). These should be tracked in a shared dashboard visible to both marketing and sales leadership.