• Acquisent

What It Really Means to Have Sales and Marketing Aligned

Sales and marketing alignment is critical to the success of any organization. As sales and marketing work with one another, they can create a comprehensive strategy that can help to increase your company's brand awareness, generate leads, and close deals.

Unfortunately, many organizations struggle with aligning their sales and marketing efforts. This can lead to silos within the organization, where each department is working in isolation and not sharing information or goals.

Having a better understanding of what sales and marketing alignment entails and what it means to have it can help. Continue reading to learn more.

Sales and Marketing Alignment

Sales and marketing alignment is the intricate process of ensuring that an organization's sales and marketing departments work together to achieve common objectives. This means they are sharing information, goals, and strategies to improve the organization's overall performance.

For sales and marketing alignment to be successful, there must be communication and collaboration between the two departments. Each department should understand the goals of the other and be able to work together to achieve those goals. Partnering with a marketing agency can allow and empower you to achieve alignment.

How Marketing Helps Sales

Marketing provides sales with plenty of high-quality leads that have been vetted and are ready to buy. Marketing also helps sales by creating awareness for the company's products and services.

By creating demand for the company’s products and services, marketing makes it easier for sales to close deals. Additionally, marketing can provide sales with valuable information about customers, such as their needs and wants

How Sales Helps Marketing

Sales help marketing by providing feedback about what works and what doesn’t work when selling the products and services a company offers. This feedback can be used to improve marketing strategies and make them more effective.

Plus, sales also provide marketing with information about customer needs and wants. This information can be used to create more targeted marketing campaigns that are more likely to result in sales.

Problems Faced By Sales and Marketing Alignment

Sales and marketing alignment is critical for any organization that wants to grow and scale. However, achieving this alignment can be difficult, especially if sales and marketing are not on the same page. Here are some of the troubles faced by having sales and marketing alignment:

Bad Customer Data

Bad customer data is one of the biggest problems impeding sales and marketing alignment. If sales and marketing use different data sets, aligning their efforts and achieving their objectives can be difficult. Additionally, if the data is inaccurate, it can lead to mismatched leads and lost opportunities.

Questionable Lead Handoff

Another problem that can occur is the questionable lead handoff. If sales and marketing are not working together, it can be difficult to determine when a lead should be handed off from one team to the other. This can result in lost or forgotten leads, which can frustrate both sales and marketing.

Stagnant Campaign Growth

Finally, stagnant campaign growth can signal that sales and marketing are not aligned. If sales are not seeing an increase in leads or conversions, it may be because marketing is not targeting the right audience. Additionally, if marketing is not seeing an increase in charges, it may be because sales aren't following up on leads in a timely manner.

Factors Impacted By Sales and Marketing Alignment

As established, sales and marketing alignment is critical to achieving success. When these two different departments work together, they can create a powerful force that drives results. Here are some particular factors that are impacted by sales and marketing alignment.

Return on Investment

An important factor affected by sales and marketing alignment is the return on investment or ROI. If sales and marketing are misaligned, it can lead to a lower ROI for the company. To maximize ROI in the long run, it is important that sales and marketing work together towards common goals.

Sales Productivity

Another factor that can be impacted by sales and marketing alignment is productivity. When these two departments work together, they can create a more efficient sales process. This can lead to increased sales and a higher close rate. However, when they are not aligned, it can lead to a longer sales cycle and decreased sales.

Top-Line Growth

Sales and marketing alignment can also impact top-line growth. Collaboration can create a more effective go-to-market strategy. This can lead to increased revenue and market share. However, when they are not aligned, it can lead to missed opportunities and decreased growth.


In conclusion, sales and marketing alignment is essential. By aligning the two departments, companies can ensure that their marketing efforts are targeted at the right audience and that their sales team is equipped to sell to those customers.

In need of a sales and marketing strategy? Acquisent Software is a reliable marketing agency for software companies, working together with our clients to scale their business and target prospects. Get in touch with us now!

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