5 Must-Dos When it Comes to Sales and Marketing Alignment

November 28, 2022
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5 Must-Dos When it Comes to Sales and Marketing Alignment

As a B2B company, you must find ways to align your sales and marketing teams better. However, ifyour sales and marketing are not aligned you're not alone.

According to a recent study, only 22% of businesses say their sales and marketing teams are aligned.

But aligning these two teams can be easier said than done.

Several factors, such as different objectives, siloed data, and distinct processes, can contribute to misalignments.

To help you overcome these challenges, Ive put together five tips on how to align your sales and marketing strategy.

Marketing and sales alignment helps both teams understand each others' roles and responsibilities. Both teams should be aligned toward understanding their ideal clients and their clients' sales journeys.

What is Sales and Marketing Alignment?

Sales and Marketing Alignment zipper Marcogiunta

Sales and marketing alignment means that the sales team has a clear understanding of what their role is in the customer's buying journey. It also means that they have a clear understanding of how to communicate with customers, and it includes having a shared language for both sides of the conversation. This is important in creating a successful relationship between your company and its customers.

The sales and marketing teams are aligned when:

  • The sales team understands the product or service's value proposition.
  • The marketing team knows the benefits of using the product or service.
  • Both teams understand the needs of the customer.
  • The sales team can clearly articulate the benefits of the product or service to the customer.

Sales and marketing alignment is the biggest factor behind stagnant or declining revenues.

1. Defining Your Buyer Personas

Buyer personas are semi-fictional representations of your ideal customers that help you understand your target audience.

Creating buyer personas can help you identify your target audience's needs and pain points, as well as the content and messages that will resonate with them.

When creating your buyer personas, be sure to include the following:

  • Demographic information? - facts about a population, such as its size and age structure. They include data on births, deaths, marriages, divorces, migrations, and other demographic events that affect the number of people in a country or region at any given time. The most important demographic fact is the total number of people living in a country or region.
  • Firmographic information? - also called "Firmographic data" refers to the collection of information about a company's financial performance, such as its revenues and expenses. This information can be used for many purposes, including evaluating whether a company has sufficient resources to meet its obligations; or determining how well a company is doing in comparison with other companies.
  • Psychographic information? - is a collection of data that describes a person's personality, interests, and attitudes. It can be collected through surveys or other methods such as social media analysis. The term was first coined by marketing expert Paul Adams in his book "The Power of Personality: How to Use Your Personality Type to Get What You Want" (Adams, 2004).
  • Behavioral information? - is a term used to describe the collection of data that can be collected from an individual, or group of individuals. This includes things such as: What they do activity and why, How long it takes them to complete tasks moods, emotions and thoughts Once you've created your buyer personas, share them with your sales and marketing teams. This will ensure that everyone is on the same page regarding your target audience.
Sales and Marketing Alignment buyer persona

2. Creating a Unified Marketing and Sales Strategy

One of the most critical steps in aligning your sales and marketing teams is to create a unified marketing and sales strategy.

Research shows that 9 of 10 sales and marketing professionals feel their strategy, processes, contents, and culture aren't well-integrated. This has serious consequences for both teams.

This strategy should include your overall goals, objectives, and KPIs. It should also outline the roles and responsibilities of each team and the processes and tools used.

Creating a unified marketing and sales strategy can help you avoid duplication of effort and ensure everyone is working towards the same goal.

Metrics Marco giunta

3. Tracking the Right Metrics

Tracking the proper metrics is essential for aligning your sales and marketing teams.

Some of the most important metrics to track include:

  • Lead conversion rate
  • Sales cycle length
  • Marketing qualified leads (MQLs)
  • Sales qualified leads (SQLs)
  • Customer lifetime value (CLV)
  • Customer acquisition costs (CAC)

By tracking these metrics, you can better understand how your sales and marketing teams are performing and where there is room for improvement.

4. Implementing Account-Based Marketing

Account-based marketing can help you align your sales and marketing teams by focusing your efforts on a specific set of target accounts. In addition, this approach allows you to create personalized campaigns tailored to your target accounts' needs.

It also allows you to align your sales and marketing teams around a common goal: generating revenue from your target accounts. Account-based marketing can help you close more deals and increase your revenue when implemented correctly.

Marketing Automation marcogiunta

5. Using Marketing Automation

Marketing automation is a technology that automates marketing processes, such as email marketing, lead nurturing, and lead scoring.

Marketing automation can be a powerful tool for sales and marketing alignment because it allows sales and marketing to work together to create and track marketing campaigns.

Marketing automation also allows sales and marketing to share data and metrics so they can track progress and adjust their strategies accordingly.

Marco Giunta


If you want to align your sales and marketing strategy, there are a few key things to keep in mind. First, you must ensure that your sales and marketing teams work closely together. Secondly, you need to understand your customers and what they want clearly. Lastly, ensuring that your sales and marketing efforts are focused on the same goals would be best. By following these tips, you should be able to align your sales and marketing strategy and improve your overall results.

If you're looking for a B2B sales consulting company to get your sales and marketing on the same track, I...Marco Giunta... can help! We also offer a free review of your company's Sales and Marketing from our team of Revenue growth experts, worth $2,597. Request a free assessment today!

FAQ ask Marco giunta a question

Frequently Asked Questions from this article:

these are the questions I get most from readers of this article...

What are the benefits of alignment?

Alignment is a key component of successful marketing. It’s not just about having your brand and product in sync, but also with your audience. If you don’t align your brand and products with your audience, then you will be missing out on potential sales.

Why should sales and marketing align?

because they’re both about the same thing: getting more customers.But that doesn’t mean you can just slap a “sales” or “marketing” label on your team and expect them to magically become aligned. You need to do some work to make sure everyone is working towards the same goal of increasing revenue.

What are the benefits of marketing and sales teams working together?

Here are a few of the key benefits: Greater cohesion between sales strategies and marketing strategies: Marketing and sales teams focus on critical, forward-thinking tasks that drive revenue or increase lead generation, among other goals.

What are the benefits of using a lead management system?

Lead Management Systems (LMS) can help you to manage your leads and convert them into sales. They also provide a platform for marketing, CRM, reporting, and analytics.

What Are the Common sales alignment Problems?

there are two common problems that can occur when a company is selling to multiple channels. The first problem occurs when a company sells to different customers in different markets. This can be a major issue if one customer has a large market share and another customer has a small market share.

What Is Sales and Marketing Alignment?

Alignment between the marketing and selling functions means sharing the same goals and using streamlined procedures to increase efficiency.

What are the benefits of sales and marketing alignment?

The best way to do this is by looking at your company’s bottom line. By aligning your sales and marketing teams, you will be able to:Increase revenue,Decrease costs,Improve customer experience,Reduce churn rate, And more…

What are the benefits of B2B sales and marketing ? In brief, there are many.

B2B is a very different beast from B2C. It’s not just about selling products and services to businesses; it’s also about building relationships with decision makers who can help your business grow.

What are the key actions marketing must take to support sales?

Marketing helps support the sale by educating buyers, nurturing and qualifying leads, providing competitive intelligence, influencing the market, consistently engaging customers, and helping them understand their needs.

What are the key challenges facing sales and marketing alignment?

I’ve seen an increase in the number of companies that have adopted sales enablement programs. Sales Enablement is about making sure your salespeople know how to sell. It’s about helping them understand the customer journey, and it’s about ensuring they can answer all the questions that customers might ask during their buying process.

What is Smarketing?

Smarketing, a portmanteau of sales and marketing, refers to sales and marketing teams that are so aligned they function as one organization.

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Marco Giunta Marketing Sales consultant and CEO CRO CCO

About the Author
Marco Giunta had an interesting journey to digital B2B marketing sales. He began with a C64, and Founded several startups where he focused on projects around top_line revenue growth and helping companies succeed...

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