Four ways to Improve Sales and Marketing Alignment

Despite their inherent differences, both functions recognize the value of alignment but struggle to achieve it when driving business growth. Further sales templates can be your quick guide for growing your business.

With the present macroeconomic climate putting more noteworthy income pressures on organizations, Carrie Smith, CMO of Accenture, accepts that it tends to be the impulse Deals and Showcasing pioneers need to begin (genuinely) working as a one-income association.


1. Particularly during times of uncertainty, rally around the customer and their requirements.

It is essential to center the strategy on the customer and their journey to add value throughout the engagement continuously. This allows goals and success measures to fall into place naturally. In dynamic economic conditions, this becomes even more important.

Similarly, Carrie explains how teams can respond to the same pressure during times of uncertainty to build B2B sales and marketing alignment. Fortifying the group collaboration while putting the client and their requirements at its core, from building the methodology to enacting missions together. “It’s truly perfect for advertising to make crusades that deals can, in a real sense, take to clients that are significant in their ongoing climate.”

2. One income association can have one technique but needs co-pilots.

Sales and Marketing must respect one another as peers and stand on equal footing, just like any couple.

We are fortunate to have a great sales and marketing culture at Accenture. As peers on the global executive leadership team, Sales and Marketing are regarded as team members that drive revenue growth and growth. We also have a strong culture of “one strategy.” There needs to be a business methodology or showcasing technique fundamentally. Carrie explained that a strong partnership begins at the top and leads from the front. “Everyone gets behind the same business strategy.”

3. Communicating with customers and one another in the same language.

It might take some time before Deals and Promoting can finish each other’s sentences; however, arriving implies attempting to foster a typical language.

Gail provided a real-world illustration of the significance of aligning on consistent customer messaging by describing how LinkedIn’s launch of Deep Sales last year was made possible by solid collaboration between Sales and Marketing, which ensured that go-to-market teams across the organization delivered consistent messaging to customers.

4. Synergies and efficiency are created when a single truth source is shared.

“Our CRM is our lifeline for many of us. Gail emphasized that it is the business’s record system and should serve as the sole point of truth for Sales and Marketing. In the end, we are all aiming at the same customer. Yet, there might be various jobs inside those associations. Hence, it’s a good idea to comprehend the Venn graph of covers between Showcasing’s main interest group and Deals’ main interest group to track down those valuable open doors,” she said.

Gail demonstrated that audiences are 20-30% more likely to respond to marketing messages if they are a sales-engaged target by drawing on internal data about customers who use LinkedIn’s sales and marketing products simultaneously.


The company gains advantages when Sales and Marketing is a single revenue organization. This synergy develops internally.