Sales and Marketing Alignment
Remove silos between your teams. Create a true revenue team with shared objectives, data and processes.
Companies with good Sales-Marketing alignment experience:
The Problems of Sales/Marketing Silos
When teams work in silos, everyone loses.
Fragmented data
Each team uses its own tools and databases
Divergent objectives
Marketing counts MQLs, sales counts signed deals
Poor communication
Little exchange on lead quality and field feedback
Disconnected processes
No common definition of MQL → SQL transition
Building Alignment
The fundamentals of an effective revenue team.
Common database
Share a unified prospect base between sales and marketing
- Shared 360° view
- No duplicates
- Common history
- Aligned segmentation
Field feedback
Sales reps share feedback to improve campaigns
- Lead quality evaluated
- Objections identified
- Messages refined
- Personas validated
Message improvement
Test marketing messages directly in outbound
- Real A/B testing
- Arguments validated
- Hooks optimized
- Relevant content
Revenue team logic
One common objective: generated revenue
- Shared KPIs
- Aligned bonuses
- Joint meetings
- Collective success
Implementing Alignment
Key steps to create true Sales-Marketing collaboration.
Common ICP definition
Sales and Marketing define the ideal customer together
Aligned personas
Persona validation through sales field feedback
Shared MQL/SQL criteria
Common definition of what a qualified lead is
Processing SLA
Lead handling deadlines defined and respected
Active feedback loop
Regular feedback on lead quality
Joint review
Weekly meetings to analyze and adjust
How Akidel Facilitates Alignment
- Unified contact base accessible to all
- Lead tracking from generation to signature
- Shared tags and notes between teams
- Common performance reporting
- Test marketing messages in outbound
- Complete interaction history
Workflow example
Marketing
Creates email campaign with new message
Sales
Tests message in direct prospecting
Feedback
Reports objections and reactions
Marketing
Adjusts message based on feedback
Frequently Asked Questions
What is Sales-Marketing alignment (Smarketing)?
Smarketing refers to strategic and operational alignment between sales and marketing teams. Common objectives, shared data, integrated processes and fluid communication to maximize revenue generation.
How to measure Sales-Marketing alignment?
Key indicators: MQL acceptance rate by sales, lead processing time, MQL→SQL→Customer conversion rate, active feedback loop, regular joint meetings.
What are the benefits of a unified revenue team?
Companies with good Sales-Marketing alignment see +32% revenue growth, +36% customer retention and -27% sales cycle according to SiriusDecisions and Aberdeen studies.
Ready to create your revenue team?
Remove silos and boost your growth.