How to Gain the Perfect Alignment between Sales and Marketing


Have you ever asked yourself, “How can we bring the sales and marketing departments together to work like a team, especially if they are currently separated?” We have even seen organizations where one department blames the other for lack of topline success. “Not enough qualified leads,” “Sales is not responding to and closing the leads we are providing.”

Of course, an organization’s sales and marketing teams should work together, in complete alignment, in order to drive revenue.

The primary function of a marketing department is to increase the funnel and improve the odds of a successful first customer/prospect conversion.  While sales’ responsibility is to drive new and existing customer interactions for incremental revenue.  Both of these functions must work in concert to increase the company’s top line.

How do we maximize the success of the two teams?   What can an organization do to ensure they have alignment between Sales and Marketing teams?

  • Ensure that both teams are using the same framework.
  • Simplify the process for both teams to communicate fully about the targeted value proposition.  (These lines of communication and process should include the key constituents they target and make it easy for sales to assimilate the value proposition that marketing is using so that customers are hearing a consistent message.)
  • Provide a template so sales can inform marketing what is and isn’t working in the field relative to the value proposition.

Sometimes the separation between sales and marketing can feel quite large.  As a sales team goes to market, they will both win and lose deals.  It is important that there is seamless process in place for the sales teams to deliver feedback to their marketing counterparts.  How can sales effectively communicate what is and is not the reality of a compelling value proposition?  We can close the gap quickly by using a simple framework to which everyone can relate and apply….The ValueSelling Framework leveraging the ValuePrompter tool.

As Founder and CEO of Visualize, Scott spearheads the company’s overall strategic direction, planning and execution. Scott has over 25 years of experience in sales and sales leadership, building profitable companies.