Get marketing and sales aligned for more visibility (and profits!)

Do your marketing and sales organizations work together, or are they speaking two different languages?

The continuum between your organization’s marketing and sales functions can sometimes experience a disconnect that can cost you relationships, opportunities, and bottom-line revenues.

When working with our B2B clients, we’ve seen a new level of accountability around marketing activities and the revenue it helps drive. Over time, we’ve found there’s room for improvement in alignment between marketing and sales.

Each team wants to help your company win

In some cases, while each team wants to accelerate deals, revenue, and customer loyalty—contributing to the company’s overall success—they can arrive at these outcomes through different approaches.

In other cases, organizations may be misaligned in their purpose and role in the overall customer engagement cycle.

Regardless of what led to your misalignment, it can cause silos, redundancy, wasted effort, and budget deterioration. Additionally, misalignment can cause a delay in delivering value to prospective customers, which can negatively impact your bottom line.

When misalignment occurs, neither team is doing a bad job. Instead, they might not be communicating enough to amplify efforts or leverage what they discover through their processes.

Both teams are on the same path

In today’s competitive environment, your marketing and sales teams cannot operate in isolation. Marketing attracts interest, initiates solution relevance, and stages relationships so sales can personalize each unique situation, get the final signature on the dotted line to confirm the relationship, and ensure a smooth hand-off to your customer success team.

One way to accomplish this is through revenue marketing, a goal-oriented approach to marketing that connects marketing with revenue and involves working with sales to attribute campaigns to revenue. Revenue marketing uses various channels and techniques to build marketing campaigns that boost sales and customer acquisition.

The good news is that once your customers understand their commonalities and what they can accomplish by working together, they can align their efforts with a cohesive purpose. This alignment synthesizes operations and helps you grow faster,1 close more deals,2 and retain more customers.3

Where you can begin aligning marketing and sales

So how can you achieve this level of alignment throughout the entire cycle of attracting and progressing customers? It starts with an informed approach to assessing, developing, and unifying your strategy, and CMD can help with that.

Given our history working with customers on the marketing and sales enablement sides, we are uniquely positioned to understand what your organization faces, including how systems often don’t integrate to share information. While many agencies focus on one side or the other, our experts approach the entire buyer journey across the continuum. We use this perspective to help companies like yours diagnose and target where to make improvements for greater alignment. Our experienced team can help you apply solid marketing strategies and develop cohesive sales messaging to strengthen the connection between your marketing and sales teams.

Get started now with our playbook

To get started, download your copy of our B2B strategy playbook for enhanced sales and marketing alignment to discover five key strategies for overcoming potential disparity between your organization’s marketing and sales functions. Then, reach out for a personalized conversation on how we can help you and your teams get more from your sales and marketing efforts.

Download the B2B strategy playbook for enhanced sales and marketing alignment now.


  1. Chris Houpis, “Sales and Marketing Alignment,” Aberdeen Group, September 2010,
  2. “Jumpstart Revenue Growth with Sales and Marketing Alignment,” Marketo, 2015,
  3. Doug Bewsher, “The Secret to Account-Based Marketing Success,” January 20, 2016,
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