Winning Together: Aligning Sales and Marketing for Increased Revenue


Imagine this scenario: Your sales team works tirelessly, reaching out to potential customers, but they struggle to close deals. On the other hand, your marketing team generates numerous leads, but they seem to fall flat during the conversion process. Does this sound familiar?

So, what can you do about this issue?

Sales and marketing teams always act as rivals and each claim they are responsible forthe company’s growth.But little did they know that their true strength lay in joining forces and aligning their efforts. And that’s what you should do to bridge the gap and reach your revenue goals.

Let’s find out how you can turn the rivals into bffs and achieve unparalleled success.

Communication is Key
Both sales and marketing teams work for the same goal. But they rarely communicate or understand each other's strategies. According to a study by Harvard Business Review, companies with poor sales and marketing alignment experience a 4% revenue decline annually, while those with strong alignment see a 20% revenue growth.

Salespeople work in the frontline, they can provide valuable insights to the marketing team to understand the buyer’s persona. Such as,

  • Strategies and content that leads noticed and asked for.
  • Leads expectations.
  • Trends they have noticed.

So, when sales and marketing teams communicate seamlessly, they can discuss strategies and share each other’s learnings to improve the company’sgrowth.

Present vs Future
Marketing tends to be aspirational and gets caught up with the company’s future. And there is nothing wrong with that.However, sales work on a day-to-day basis dealing with customers at present. They need practical support now.

While every business hopes for a successful future, the foundation is right in our eyes at present. That’s why marketing has to work closely with sales and identify the most effective approach for the current situation.

The Goal is Common
Marketing and sales play crucial roles in driving business revenue, but sometimes, they can get caught up in their separate spheres. To truly succeed, marketing and sales leaders, along with their teams, must align their efforts.

Their shared goal should be to row the same boat towards the same shore.

Success should not be measured solely by marketing hitting its numbers, but also by delivering what sales needs. Collaboration is key, and when both sides work together to drive revenue, they thrive as an unstoppable revenue-generating machine.


Sales and marketing alignment is not going to happen in a day. It's crucial to foster respect and appreciation for each other's contributions. Building and maintaining this relationship may require effort, but the rewards are well worth it.