Sales and marketing don’t always see eye-to-eye. Salespeople complain that marketing isn’t generating enough leads. Marketers feel like sales isn’t adequately following up on many of the leads they generated.

You’ve probably heard the phrase “sales and marketing alignment” more times than you can count. It’s a common goal for many companies, but it’s also a common struggle. Despite pursuing the same objective — hitting sales and revenue targets — sales and marketing teams often find themselves at odds.

This misalignment can lead to frustration, lost sales, and decreased revenue. According to the Aberdeen Group, companies with strong sales and marketing alignment see higher revenues, more brand awareness, larger deal sizes — and most importantly, higher sales team quota attainment.

So, why is it so difficult to achieve sales and marketing alignment? While there are many factors at play, company leadership is ultimately responsible. Let’s look at the issues and what can be done about them.

The Traditional Divide: Sales vs. Marketing

Sales and marketing departments have historically been separated by different roles and responsibilities. Both teams have the same goal of creating customer value (resulting in more sales) and driving company results, but without top-down alignment, they can find themselves miles apart on how to achieve that goal.

Marketing teams have traditionally been responsible for creating demand for product or services through advertising, content, public relations, and other promotional activities. Sales teams, on the other hand, have traditionally been responsible for closing deals, building relationships with customers, and ultimately generating revenue.

Over time, the roles of sales and marketing have become more specialized and complex — and intertwined. Marketers have expanded their roles to include customer research, product development, and customer relationship management. Salespeople are still responsible for generating revenue, but you now have to deal with a more complex buyer journey that blurs the lines with marketing and other functions across multiple channels.

The Impact of Misalignment

When sales and marketing teams are not aligned, it can have a significant negative impact on the overall success of a company. The following are some of the key areas that are affected by this misalignment:

Effects on Lead Generation and Conversion Rates

When sales and marketing teams are not aligned, it often leads to decreased sales. This is because the marketing team may be generating leads that are not a good fit for the sales team, or the sales team may not be approaching leads with a sales pitch that resonates with the leads at their current stage in the buying cycle. This can result in a lot of wasted time and effort for both teams.

Financial Implications

When the two teams are not working together effectively, it can lead to missed opportunities and lost revenue. In addition, the wasted time and effort that comes from misalignment can also lead to increased costs for the company.

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The Role of the C-Suite in the Conflict

The C-Suite (CEO, CFO, COO, etc.) is responsible for the overall success of the company. They set the vision, strategy, and goals that everyone in the organization works towards. That includes playing a critical role in fostering collaboration between sales and marketing teams.

Different Metrics for Success

The main reason sales and marketing teams don’t get along is that they often have different metrics for success. Sales teams are measured by quota attainment and revenue, while marketing teams are measured on lead generation and/or softer metrics like brand awareness.

See where the most sales reps hit quota.

This difference in metrics and incentives can (and inevitably will) lead to tension between the two teams.

A marketing team incentivized to generate leads and measured on quantity will put more prospects in the top of the funnel, often ignoring or sacrificing lead quality in the process. Sellers who are incentivized to meet monthly or quarterly revenue goals will, by design, focus their efforts primarily on the leads which can generate the most near-term sales.

The C-Suite needs to ensure that both teams are aligned on the metrics that matter most to the company’s success — not just the individual teams or employees.

Lack of Clear Directives (and Incentives)

Another reason sales and marketing teams don’t get along is the lack of clear directives and communication from the C-Suite. When the C-Suite fails to provide clear expectations (and incentives to match), it can lead to confusion and conflict between sales and marketing teams.

Let’s use a product launch as an example. The CMO and their marketing team will launch campaigns to increase awareness and generate leads. But the new product may have a longer sales cycle or it may be more difficult to demonstrate the benefits. (And don’t get us started on vaporware or CEO passion projects without product-market fit…) Without any additional incentive to sell the new product, sellers will (and should) focus on selling the products that will enable them to hit their numbers.

It’s essential for the C-Suite to communicate their vision and strategy to both teams — and incentivize both teams properly — so they can work together towards a common goal.

Check out companies with great product-market fit

Steps Salespeople Can Take to Bridge the Gap

The lack of collaboration and communication between the sales and marketing can be frustrating. However, there are steps you can take to promote a more cohesive relationship between the teams.

Before we dive into the specific steps you can take, it’s important to understand why it’s in your interest to bridge the gap. When sales and marketing work together, it can lead to increased revenue, better customer experiences, and more effective campaigns. By advocating for collaboration and communication, you’ll not only help the company as a whole, but you’ll also benefit personally.

Open Lines of Communication

Communication is key to any successful relationship, and the relationship between sales and marketing is no exception. Make sure there are open lines of communication between the two teams. This can include regular meetings, email updates, or even a shared Slack channel. By keeping each other informed and developing rapport, you’ll be better equipped to work together effectively.

Share Data & Insights

Sales and marketing both have valuable data and insights that can help each other. Make sure you’re sharing relevant information with your marketing colleagues, such as customer feedback or objections you hear on sales calls. Similarly, ask marketing for data on campaign performance or customer behavior. By sharing information, you’ll be able to make more informed decisions and work together more effectively.

Advocate for Shared Metrics

Emphasize the importance of unified goals that span the buying journey for overall business success.

You might start by initiating discussions with your marketing counterparts and leadership to highlight how aligned metrics can drive better results. (E.g., marketing could be measured on the percentage of leads that close instead of the quantity of leads.)

By demonstrating how shared key performance indicators (KPIs) can provide a clearer picture of the customer journey and streamline efforts, salespeople can make a compelling case for integrating sales and marketing objectives.

The Leadership Imperative for Sales and Marketing Alignment

Ultimately, when sales and marketing operate as a cohesive unit, they can enhance customer value, drive higher revenues, and create a more effective and productive organization.

Company leadership plays a pivotal role in ensuring that these two vital functions work in harmony towards common objectives. By setting a clear vision, defining unified metrics, and promoting consistent communication and collaboration, the C-Suite can break down the traditional barriers that separate sales and marketing.

Which companies have the best culture and leadership? Find them here.