The perfect match – How aligning sales and marketing transforms businesses.


Marketing works. Sales works.

Independently these teams function, but when they work together, it can be incredibly powerful.

Think Shaggy and Scooby, Batman and Robin, Mario and Luigi, Buzz and Woody.

These all have one thing in common – they’re all fantastic duos where you can’t imagine one without the other. I mean you probably could, but they’d be nowhere near as good!

The same should go for your sales and marketing functions.

It’s not all smooth sailing:

Bringing these two teams together can be a tricky process for several reasons. It isn’t easy to measure and takes a lot of people management but, if you want success for your business – it has to be done.

The more sales and marketing work in unison, the more successes the business will see. Most companies will have separate sales and marketing teams, but to reach your customers from all angles, they must work together.

Marketing campaigns are put in place to build brand awareness and inform customers of your services – this then generates leads. 

The sales team are there to convert those leads into new business opportunities by following up with the customers and giving more information.

Marketing works well on its own but where’s the sense in generating leads with no sales team to follow them up?

Sales can also generate their own leads, but this tends to be a much slower process, and why should they do it all themselves when they could be utilising the marketing leads too?

Time to make improvements:

The first thing to do is identify where you are right now:

  • What are the goals of your sales and marketing teams?
  • Do they have any common goals they could work on together?
  • Do the teams hold regular meetings together to understand each other’s activity?
  • Is there anything that needs to be addressed to streamline processes?

Once you’ve pulled all of this together, you can start to get a plan in place.

  1. Set common goals. If team objectives don’t align with one another, both will have issues converting leads. 
  2. Involve both teams. 68% of marketers think their sales team don’t utilise their content correctly to generate leads. If sales were more involved with marketing processes such as creating customer personas, there would be more interest and buy-in from the sales teams. Keeping sales involved also gives your marketing team much better insight into who the customers actually are. It’s sales that interact with them the most after all!
  3. Keep in contact. A crucial part to aligning any business areas is communication, sales and marketing are no different. Dependant on workload and company goals these should be held weekly, monthly or at the very least quarterly. Create a setting where both teams can share what they’ve been working on, collaboration opportunities moving forward as well as key areas of success and needing improvement. Meetings are also an excellent opportunity to cover new content ideas; not everything has to come from marketing!

The really important bit:

You must be able to measure the successes of your teams. Knowing what you should be measuring is even more vital. Metrics such as marketing qualified leads or ‘MQL’s help the marketing team keep track of different steps in their process, but not a huge amount else; so they’re not giving much back in the way of reporting. 

If your sales and marketing teams don’t know what they learn each month from analysing their reporting data, chances are they’re reporting on the wrong metrics. 

Key areas to track improvement are:

  • Lifetime customer value
  • ROI
  • Lead generation through your website and socials
  • Sales qualified leads

Keeping your marketing and sales teams informed not only of what their goals are but also how their success is being measured will ensure the alignment between to two teams will continue and bring further successes to the business.

Food for thought:

Not everything needs to be internal. There is any number of reasons why you would want to engage an external agency to support your business growth plans:

  • You need your sales function to have support through team alignment changes.
  • You’ve never had much success with internal sales, so you’re outsourcing completely.
  • You’re launching new products and need a separate team to market it, but don’t have the resources to hire a whole new team.

Whatever the reason, Intelligent Talk has the solution. 

If you think your team could do with an optimised sales stack – check out our advice here.

If you’re looking for a bit more heavy-duty support, get in touch and let’s see how we can help!

Published: 14th December 2020.