Sales & Marketing Alignment

Align Marketing & Sales Teams to Improve Go-to-Market Success

I presented this topic at the recent CMO Connect conference. Working closely with my Sales counterparts has been a hallmark of my career since I became a CMO.  In fact, my second blog was entitled:  Sales and Marketing: Why can’t we all just get along?, so I’ve been thinking about this topic for quite awhile and, more importantly, working with colleagues to ensure mutual success.

In the talk, I cover strategies and tactics to create a unified Go-to-Market motion for Sales, Marketing and Customer Success. I delve into successful approaches to creating cross-functional alignment, designing winning strategies, overcoming obstacles, and achieving results.

Key takeaways include:

•         How to create a cohesive go-to-market motion – from strategy to alignment to execution

•         How to overcome obstacles by creating alignment when functions are working at cross purposes

•          Creating a “flying formation” with shared goals to build a unified team

The talk delves into two critical components of alignment and covers related topics to ensure a successful GTM motion:

  • Creating a Cohesive GTM Function
    • Mis-alignment is Common
      • Joint Planning and Shared Goal
      • Ramp for success via phased growth
    • Cross-functional Collaboration
  • Overcoming Obstacles to Alignment
    • Drive Alignment Across the Buyer’s Journey
    • Orchestrate Cross-functionally
    • Incorporate continuous Feedback
    • Measure Success to Maximize ROI

A recent survey conducted by Chief Outsiders among mid-market companies found that nearly one-third of C-suite executives noted a misalignment between their sales and marketing teams. Further, only one-third of that group reported that their sales and marketing teams were working toward a common set of goals.

This underscores the importance of making sure sales and marketing are aligned through all stages of the customer’s buying journey.  It’s also critical to have ongoing check-ins and reviews on progress towards goals and overall areas for improvement to ensure the teams stay in alignment and optimize outcomes.

If you’re interested in viewing this 20 min talk, it’s right here:

In more challenging economies, it is even more important than ever to work work closely with your counterparts to optimize outcomes and ensure mutual success! Here’s to aligning Sales & Marketing, better together!

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: