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How Sales and Marketing Alignment Improves Lead Generation for Your Business

sales and marketing alignment best practices

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Let’s discuss an increasingly crucial topic in business: sales and marketing alignment for lead generation. It is critical to business success because your business growth will only improve with proper alignment between these two approaches.

A recent study found that businesses with good sales and marketing alignment see 20% yearly growth rates, while those with weak alignment experience 4% revenue declines. 

This article will explore practical ways sales and marketing teams can collaborate and discuss some best practices to ensure your teams work productively and efficiently, resulting in more qualified leads. 

So, let's get started!

Understanding the Differences Between Sales and Marketing

Through various channels, marketing creates awareness and interest in the company's products or services. In contrast, sales are responsible for converting that interest into actual sales.

Despite these apparent differences in roles and responsibilities, misconceptions and conflicts often arise between sales and marketing teams.

Marketing is solely responsible for generating leads. 

In contrast, sales are responsible for prospecting and closing them. 

It can create tension between the two teams, as sales can feel that marketing is not providing them with enough quality leads. 

In contrast, marketing will think that sales are not following up on their given leads effectively.

Sales can have different criteria than marketing for what constitutes a viable prospect.

It is essential to align both teams’ strategies and objectives to achieve the same goals. It can be accomplished by clearly defining the roles and duties of each team, setting common objectives, and creating a lead management procedure.

Some key points to remember are:

  • Sales and marketing have different roles and responsibilities, but they share a goal of generating revenue for the organization.
  • Misconceptions and conflicts can arise between the two, hindering their ability to generate leads effectively.
  • It’s essential to align the goals and strategies of both teams and set clear processes for lead management.
  • By working together and sharing information, sales, and marketing can create more targeted campaigns.

Why Does Sales & Marketing Alignment Fail?

Even though businesses must connect their sales and marketing efforts, this is often where they run into trouble. 

Here are the 5 most common reasons why sales and marketing alignment fails:

marketing and sales alignment for improved effectiveness

1. Absence of Specific Goals

One of the most common reasons for failure is the lack of specific goals. For instance:  

  • Without clear objectives, sales and marketing teams will not be on the same page regarding their goals. Thus, confusion and inefficiency can result.
  • AEs can prioritize closing deals with existing clients over generating new leads, while marketing teams can focus more on lead generation to increase the pipeline. These conflicting priorities can create tension and hinder collaboration.
  • Measuring success or failure while setting vague goals can be difficult. Instead of concentrating on resolving the current problem, it could result in conflicts between teams.

To illustrate this further, let's consider some specific goals and how they can impact sales and marketing alignment:

  • If the goal is to renew contracts with existing clients, sales and marketing teams can work together to create targeted campaigns and personalized messaging to encourage renewal. Marketing can also provide sales with data and insights to help them better understand clients' needs and preferences.
  • If the goal is to increase the sales pipeline, marketing can focus on lead generation and SDRs (Sales Development Reps) in lead nurturing while AEs can work on converting those leads into customers. The two teams can also collaborate to identify new opportunities and expand into new markets.
  • Suppose the goal is to upgrade services and win several enterprise-level clients. In that case, marketing can focus on building brand awareness and credibility, while SDRs can work on building relationships and AEs in closing deals with key decision-makers.

2. Metrics To Track Aren’t Defined  

When the marketing and sales teams don’t agree on shared metrics to track, it diverts them from targeting the same audience. Plus, prioritizing the lead generation metrics is crucial since some indicators can be more critical for some goals than others.

To help you get started, here are five important metrics that you should consider tracking:

  1. Sales Opportunities: This metric is essential for tracking the number of potential deals in your pipeline. Knowing this number helps your team make data-driven decisions on how to allocate resources.
  2. Customer Acquisition Cost (CAC): This metric helps you measure the cost of acquiring a new customer. It's important to keep CAC low to ensure a profitable business model.
  3. Deals Won: This metric measures how many deals your team has successfully closed. This metric is essential to measuring the effectiveness of your sales strategy.
  4. Lead Scoring: This metric helps your team prioritize leads based on their likelihood of becoming customers. 
  5. Campaign ROI: This metric helps you measure the return on investment for your marketing campaigns.

3. Absence of Proper Prospect Segmentation 

One of the main reasons why marketing and sales alignment frequently fails is that there isn't a "one size fits all approach." 
Knowing exactly which market group you want to appeal to is essential for success. Here are a few reasons why segmentation is so important:

  • Different sectors have different sales cycles.

The sales cycle, for example, will be substantially lengthier when selling to a major corporation than when doing so to a small firm. If your marketing team isn't aware of these differences, they will not create content tailored to the right sales cycle stage.

  • Different sectors have different decision-makers. 

The decision maker can be the owner or CEO if you sell to a small business. But if you're selling to a large enterprise, multiple decision-makers will be involved, each with their own priorities and concerns. 

Thus, ensure that marketing staff produces content that meets the target audience's requirements.

Additionally, if your sales force is interacting with prospects from several market groups, they must be knowledgeable enough to answer the particular requirements of each group.

4. Unclear Sector-Wise Value Proposition

When it comes to why sales and marketing alignment fails, one key factor is often a lack of clarity around sector-wise value propositions. 

Here are a few reasons why:

  • Different sectors or industries can have unique needs or priorities when it comes to the benefits they expect from a particular service or solution. If sales and marketing teams aren't aligned on these value propositions, it can be difficult to communicate effectively with prospects and close deals.
  • Additionally, if your competition can better articulate its value propositions and differentiate itself, you can struggle to gain traction and win business. It can be especially true if your team isn't fully aligned on what sets your service apart from others.

To overcome these challenges, it's essential to ensure that both sales and marketing teams deeply understand the sector-wise value propositions that matter most to your target prospects. It will involve:

  • Conducting research to understand better the needs and pain points of different sectors or industries.
  • Developing messaging and content materials that speak directly to those needs and pain points.
  • Clearly articulating what sets your service apart from the competition, using concrete examples and case studies wherever possible.
  • Regularly communicating and collaborating across teams to ensure everyone is on the same page and working towards common goals.

5. No pre-defined ideal customer profile

Not establishing your ideal client profile makes creating a winning sales and marketing plan difficult. 

Therefore you must better tailor your messaging, product offers, and marketing strategies to fit the wants and preferences of your target audience by having an in-depth understanding of them.

Here are 3 guidelines for building a prospect list that faithfully represent your prospective clients:

  • Demographic data: The first step in establishing your target audience's fundamental features is their age, gender, location,  and employment. This information can help you understand their unique challenges and motivations.
  • Psychographic data: In addition to demographic data, it's important to comprehend the values, attitudes, and interests that influence the behavior of your target audience. This information can help you tailor your messaging and marketing efforts to resonate with their worldview.
  • Buying behavior: Consider the factors that influence your target audience's purchasing decisions. Do they prioritize price, quality, or convenience? Do they prefer shopping online or in person more often? Understanding their buying behavior can help you create a sales process that meets their needs and expectations.

PTQR Framework 

We at Revnew follow a unique framework that has become a very useful tool for achieving our successful sales and marketing team alignment. It’s called PTQR Framework.

Here's how it works:

1. Productivity: In this context, it would mean evaluating whether both teams work together efficiently to achieve common goals. Some questions to consider could include the following:

  • Are both teams collaborating effectively to create campaigns that generate leads and convert them into paying customers?
  • Are they consistently sharing information and insights to improve their strategies?
  • Are they utilizing resources effectively to achieve their goals?

2. Timeliness: It's important to evaluate whether the marketing and sales teams are working on a timeline that aligns with the needs of the business. Some questions to consider could include the following:

  • Are the teams able to execute campaigns within the desired timeframe?
  • Can they respond quickly to changes in the market or customer needs?
  • Is there effective team communication to ensure timelines are being met?

3. Quality: It includes evaluating whether the marketing and sales teams create effective campaigns aligned with the brand's values and image. Some questions to consider could include the following:

  • Are the campaigns aligned with the business's overall marketing and sales goals?
  • Are they consistent with the brand's messaging and image?
  • Are the campaigns generating leads and sales that meet the desired quality standards?

4. Reliability: It means assessing whether the marketing and sales teams can deliver the desired results consistently or if frequent improvements are needed to achieve success. Some questions to consider could include the following:

  • Are the teams using data and analytics to evaluate the effectiveness of their campaigns?
  • Are they able to make adjustments to their strategies quickly based on feedback?
  • Are established processes and procedures in place to ensure campaigns are consistent and reliable?

This PTQR framework has improved our team collaboration and communication and helped drive business growth and success.

Developing A Unified Demand Generation Strategy

Developing a unified demand generation strategy is crucial for any company looking to establish a consistent brand voice and message across various platforms. 

Here are some tips on how sales and marketing teams can collaborate to create successful campaigns through demand generation best practices, strategic messaging, and content:

  1. Start by identifying the key goals and objectives of the content strategy, such as increasing brand awareness or generating leads. It will help the content's direction and ensure everyone is on the same page.
  2. Establish clear roles and responsibilities for both teams. For example, the marketing team can focus on creating and distributing content, while the sales team can work through customer pain points and preferences.
  3. Foster open team communication to ensure everyone is aligned on strategic messaging and branding. It can be achieved through regular meetings and brainstorming sessions.

Let's now discuss the channels and resources that can be used to draw in and keep potential customers interested:

  • Blog: This is one of the own media to share instructive and intriguing knowledge that will position your company as a thought leader in your field.
  • Social media: Share corporate news, promotions, and other updates with your audience through social media posts.
  • Videos: Whether a product demonstration or an inside peek at your business, video content will be a terrific method to draw in new clients.
  • Webinars: Hosting webinars can help establish your company as an expert in your field and provide valuable insights to your audience.

Finally, let's examine some effective content tactics employed by businesses:

  • The "Inbound Marketing" approach used by HubSpot aims to attract new consumers and get them to interact with the company by producing useful content. To better illustrate: In a survey of 3,400 marketers, HubSpot found that outbound marketing generates 3 times more leads per dollar than traditional inbound marketing.
  • A wonderful illustration of a company that has developed a consistent message and voice across all channels is Nike's "Just Do It" campaign.According to Forbes, Nike's "Just Do It" campaign helped the company increase its share of the domestic sport-shoe business from 18% to 43%.
  • The Coca-Cola "Share a Coke" campaign was successful in increasing brand recognition and motivating customers to share their Coke experiences on social media. Also, The "Share a Coke" campaign helped increase Coca-Cola's U.S. sales volume for the first time in 10 years. 

Developing A Unified Demand Generation Strategy

Top 5 Reasons Why Sales & Marketing Should Work Together

Continuing from the previous point, here are the top 5 reasons why sales and marketing should work together:

  • Improved lead quality

By collaborating on lead generation efforts, sales and marketing can work together so that the SDRs can generate high-quality leads more likely to convert into customers.

  • Enhanced customer experience

When sales and marketing teams collaborate, they can create a more seamless customer experience by ensuring that messaging is consistent throughout the entire customer journey.

  • Improved sales material

The marketing department's contents have a big impact on sales. Brochures, event advertisements, website content, promotional materials, presentation materials, and proposals all fall under this category. 

Sales can communicate exactly what they need to market, allowing marketing to provide expert support materials to help deals seal the transaction rather than producing what they believe the client wants.

  • Competitive edge over rivals

Analyzing what other companies are doing in the market is a significant tactic for marketing teams. Further, with shared knowledge, the sales team will approach each customer appropriately and know where they have the advantage with the help of planned coordination between the marketing and sales teams.

  • Increased revenue

Companies can increase revenue by generating more leads and closing more sales through a combination of a more effective sales and marketing strategy. 

According to a study by the Aberdeen Group, companies with strong alignment between their marketing and sales teams achieved 20% annual revenue growth. In comparison, those with poor alignment saw a 4% decline in revenue.

Using Technology and Analytics

Leveraging technology and analytics can be incredibly important when tracking and measuring the effectiveness of sales and marketing efforts. Here are some reasons why:

  • Improved ROI: By using technology and analytics, sales and marketing teams can better track the performance of campaigns and initiatives. Thus, it allows them to make data-driven decisions and optimize for better ROI.
  • Timely collaboration: Using tools and platforms that facilitate collaboration and communication, sales and marketing teams can work more efficiently and effectively, leading to better outcomes.
  • Identify trends: Technology and analytics can help teams identify trends and patterns in customer behavior, allowing them to create more targeted and effective marketing strategies. 

Also, technology can assist in identifying trends by analyzing large volumes of data from various sources, such as social media, email marketing, and website analytics, to help sales and marketing teams work together to generate leads effectively. Some relevant tools include CRM, Marketing automation, and Business Intelligence (IB) software.

When it comes to leveraging technology and analytics, various tools and platforms are available that can help streamline processes and improve collaboration. Some examples include:

  • CRM tools: Customer relationship management (CRM) tools like Salesforce, HubSpot, and Zoho can help teams manage customer data, track interactions, and improve communication and collaboration.
  • Marketing automation software: Tools like Marketo, Eloqua, and Pardot can help automate marketing tasks, track campaign performance, and generate more leads.
  • Analytics platforms: Platforms like Google Analytics, Adobe Analytics, and Mixpanel can help track website and app performance, analyze customer behavior, and optimize marketing efforts.

Many examples of companies have successfully integrated technology into their sales and marketing processes. For instance:

  • Salesforce: It is a cloud-based CRM software that aids companies in managing their client interactions. The platform provides various tools for sales and marketing teams, such as lead management tools, marketing automation software, and analytics capabilities. 

With the help of Salesforce's platform, sales, and marketing teams can collaborate to find, target, and turn prospects into customers.

  • Marketo: Marketo is a marketing automation platform that helps businesses create and manage targeted campaigns. The platform offers a range of tools designed to help sales and marketing teams work together to generate leads, including lead scoring, lead nurturing, and campaign management features. 

Marketo's analytics capabilities allow teams to track and measure the success of their campaigns and make data-driven decisions to improve their performance.

Companies That Excel Sales & Marketing Metrics Alignment 

Marketing teams typically focus on metrics such as website traffic, lead generation, and engagement rates, while sales teams focus on metrics such as lead conversion rates and sales revenue.

Now, the importance of aligning metrics cannot be overstated. Without a unified approach, sales and marketing teams can inadvertently work against each other, creating conflicts and undermining the effectiveness of their efforts. By aligning metrics, both teams can work towards the same goal and ensure their efforts are complementary.

Many companies have successfully aligned their sales and marketing metrics to drive better results. Some of the popular ones are:

  • Dell Technologies: The company created a sales and marketing alignment program called "The Power of One" that focused on creating a common language, shared goals, and a unified approach to measuring success.
  • IBM: IBM's sales and marketing teams work together to generate leads and identify new business opportunities. The company uses a unified dashboard to track key performance indicators (KPIs) across all stages of the customer journey.
  • Adobe: Adobe's marketing and sales teams work together to drive customer engagement and revenue growth. The company uses a shared set of metrics to track customer acquisition, conversion rates, and customer lifetime value.


To sum up, sales and marketing teams can work together to generate leads by collaborating on a unified content strategy, leveraging technology and analytics, and aligning their metrics. 

Revnew, as a B2B lead generation agency, can help companies achieve this by providing expertise and guidance in sales, marketing, and customer success. From developing a unified content strategy to implementing the right technology and analytics tools, Revnew can work with companies to align their sales and marketing efforts and drive better outcomes.

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