Sales and Marketing Alignment: Are you missing the mark?

Category: Primitive Social Inbound Marketing digital marketing Business Growth and Sales

Written by: Leisa Redmon

Posted on: July 26, 2019

Sales and marketing should both work towards a common objective: make the company grow. With this shared goal it might be safe to assume marketing and sales teams often collaborate and talk to one another – after all, marketers identify leads that get passed on to the sales team, allowing sales to flex their sales muscles and generate revenue. It’s a win-win situation.

But, all too often we see the results of a disjointed internal ecosystem. Sales has one objective. Marketing has another. Alignment by definition alone means to be in a position of agreement or alliance. By focusing on these two simple but critical components, your company will develop a successful sales and marketing dynamic.



LinkedIn’s 2018 State of Sales report states “77% of decision-makers won’t engage with salespeople who don’t have insights or knowledge of their business.” This statistic alone makes it imperative both teams break down the “us vs them” mentality, meet regularly, communicate often, and, most importantly, create a safe space for honest critique and feedback.

The key to developing a more collaborative relationship is to instill the habit of consistent communication from the start, which will foster an environment that makes the sharing of cross-team information the new normal. Once lines of communication are open, marketing and sales can collaborate, for example, in the co-creation of detailed buyer personas. Digging deeper into these developments allows both parties to understand which consumer is being targeted and the details surrounding why. When dots are connected, further understanding is unlocked and the bridge of trust between islands grows stronger.


It’s no question leads are a valuable commodity and an essential thread tying sales and marketing together. When LinkedIn asked top sellers to rate the significance of working with their marketing team on a scale of one to ten, 57% ranked the importance at an eight or higher. This makes the accurate generation of leads through lead scoring – a sales and marketing method of assigning leads value and ranking them in order of how ready they are to make a sale – critical. 

Sales exist in a fast-paced environment with quotas and problems to solve that demand immediate attention. Marketing finds their lifeblood in the data, analytics, and nurturing of leads throughout the entire funnel. When two teams who were once unable to speak the same language now begin talking in the same dialect, the mountains of stress that come with miscommunication are swept away. 

Looking to learn more about how to get your sales and marketing teams to become more cohesive? Download our free Sales and Marketing Alignment eBook.

How to align sales and marketing | download free ebook