Sales and marketing go hand in hand, even if the relationship isn’t always smooth sailing. While each team has their own goals and ways of working, neither can truly succeed without the other. Marketing brings in the leads, and sales turns those leads into customers. It’s a team effort.
But here’s the problem: many companies still struggle to get the two teams aligned. In fact, research shows only 8% of businesses have strong alignment between sales and marketing. That disconnect matters because companies that are aligned grow faster, with some seeing up to 20% more revenue each year. On the flip side, poor alignment can actually lead to a drop in revenue.
Sales teams might complain about lead quality, while marketing teams may get frustrated that sales isn’t converting. But pointing fingers doesn’t help. The real solution is working together towards a shared goal: growing the business.
Why misalignment costs more than you think
When sales and marketing aren’t on the same page, it doesn’t just slow things down, it costs money. A recent study found that only 30% of sales professionals feels aligned with marketing. That means most salespeople feel like they’re working with outdated or unhelpful content.
But when companies get alignment right, the impact is clear. Aligned teams win more deals, up to 38% more, and keep more customers, with 36% higher retention rates. In fact, some businesses with strong alignment are closing 67% more deals than those without it. That’s not just better teamwork, it’s a smarter way to grow revenue.
How marketing help sales
Marketing’s job isn’t just to generate leads. It’s to warm up those leads so that by the time sales steps in, the prospect is already familiar with the brand, understands the value, and is more likely to buy.
Email marketing, website landing pages, and content marketing are among the most effective ways to generate leads today. That means marketing is doing a lot of the early heavy lifting, in answering questions, building trust, and creating awareness, long before a salesperson makes contact.
Marketing also works behind the scenes to gather market intelligence: what customers care about, what problems they’re trying to solve, and what trends are emerging. This insight helps sales teams have more relevant, targeted conversations. Instead of going in cold, they already know what matters most to the buyer.
And here’s the real benefit: prospects who are well-educated before they talk to sales move faster through the funnel. That shortens the sales cycle and boosts conversion rates.
How sales helps marketing
It’s not just a one-way street. Sales teams speak to prospects every day. They know what questions come up, what objections stop deals, and how your offering stacks up against competitors. This is powerful intel, but marketing often doesn’t have access to it.
Sales can inform marketing about what messaging actually resonates, what content is working (or not working), and what challenges are coming up on calls. That kind of feedback helps marketing craft better campaigns and more effective messaging that speaks directly to what buyers care about.
Sales teams can also help validate marketing efforts quickly. If a new campaign isn’t landing, sales will know right away. The key is regular communication, whether that’s a shared Teams channel, monthly feedback meetings, or informal check-ins. When the two teams talk regularly, they can move faster, adjust quickly, and perform better.
Rethinking the funnel
Today’s buyer journey isn’t linear. People do their own research, read reviews, watch videos, and jump between channels before they ever speak to sales. That means the old model, where marketing hands off a lead and steps back, no longer works.
At the top of the funnel, marketing still leads. Building awareness, attracting attention, and getting prospects interested. But in the middle of the funnel, it’s all about collaboration. Leads need to be nurtured, and the best results happen when both teams work together using a mix of content, email and personal outreach.
At the bottom of the funnel, sales takes the lead, but marketing still plays a role. Sales enablement tools like case studies, ROI calculators, and competitor comparisons help close deals. The key is to clearly define when and how the handover happens, so no lead falls through the cracks.
How to make it work
Most leaders agree alignment is important, but agreeing and acting are two different things. Making alignment work means starting with shared goals. Metrics like revenue, pipeline velocity, and customer lifetime value matter to both teams. When everyone’s measured on the same outcomes, collaboration becomes a lot easier.
Your teams also need the right tools. A shared CRM and marketing automation platform aren’t nice to haves anymore, they’re essential. These tools make it easier to track leads, attribute success, and keep everyone working from the same data.
And finally, communication is everything. Weekly pipeline reviews, monthly strategy check-ins, and quarterly planning sessions help teams stay aligned. But don’t forget the human side, celebrate the wins together. If a marketing campaign brings in great leads, sales should know. If a salesperson closes a big deal, marketing deserves credit too.
Turning alignment into growth
Sales and marketing alignment isn’t just about getting along, it’s about building a revenue engine that works. The companies getting this right are more efficient, more profitable, and better positioned to grow in a competitive market.
Are you looking to build high-performing sales and marketing teams? We support businesses in sourcing the talent that drives real alignment and results. Get in touch today to find out how we can help strengthen your revenue engine with the right professionals.
