Sales vs Marketing Alignment: How to Bridge the Gap
Misaligned sales and marketing = lost revenue. Here's how to fix it.
Key Takeaways
- The problem: Different goals, metrics, definitions
- The solution: Shared goals, SLAs, communication
- Benefits: 67% better at closing deals (SiriusDecisions)
- Key: Lead definitions and handoff process
Common Misalignments
| Issue | Sales Says | Marketing Says |
|---|---|---|
| Lead quality | "Leads are bad" | "Sales doesn't follow up" |
| Messaging | "Doesn't match reality" | "Sales goes off-script" |
| Content | "Not useful" | "Sales doesn't use it" |
| Goals | "We need revenue" | "We need MQLs" |
Alignment Framework
1. Shared Definitions
- What is MQL?
- What is SQL?
- What is opportunity?
- What is qualified?
2. SLA Agreement
- Marketing commits: X leads per month
- Sales commits: Follow up within Y hours
- Both track: Conversion rates
3. Regular Communication
- Weekly pipeline review
- Monthly metrics review
- Quarterly strategy alignment
4. Shared Revenue Goal
Both teams measured on revenue, not just their silo metrics.
Lead Handoff Process
- Marketing qualifies lead (MQL)
- Sales accepts or rejects (within 24h)
- If rejected: feedback to marketing
- If accepted: becomes SQL
- Track conversion MQL → SQL → Won
FAQ
Who owns leads?
Marketing until qualification criteria met. Then sales.
What if sales rejects leads?
Track why. Use feedback to improve targeting.
Should marketing attend sales calls?
Occasionally, yes. Builds understanding.
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