sales and marketing

How to Align Sales and Marketing Teams – Useful tips

It is important that both Sales and Marketing teams are aware of who is doing what and how the business benefits from it. I found that regular meetings worked very well for us. This is a forum where both teams are discussing what they are up to and how Marketing can support Sales, or where Sales gives feedback on what worked and what didn’t.


– The organized communication process of a lead through the sales process. The sales team is responsible for the physical selling process of a product or service and catalyzing the exchanging of a commodity for money through various stages.


– The strategy, exposure and initial communication with prospects, raising awareness of and about the product or service through a range of creative and structured channels with the intention of generating leads to begin the sales process.

A lot of misunderstandings between the two teams were resolved effectively thanks to this. We started with weekly meetings and when we reached the point where everyone is on the same page we decreased the frequency of meetings to once a month.

Here are a few key tips:

  • Meetings should always be led by one person
  • There should always be pre-set agenda that covers plans/achievements of both teams
  • Make sure to keep notes during the meeting and send a follow-up email to everyone – this helps to keep to what was agreed
  • If teams are big, it might be better to hold meetings between team leaders/representatives and have a general meeting once a quarter
  • Improve the experience of your potential customers
  • Streamline the passage of leads through the sales funnel
  • Ensure good business opportunities
  • Have more objective and transparent goals

If you want to start reaping all the benefits of sales and marketing alignment, digital transformation is your answer. Put the right people, processes and technologies in place to help them collaborate seamlessly, eliminate the blame game and turbocharge revenues.

About the author: Larysa Hale
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