Creating Alignment Between Sales and Marketing in B2B

Published on November 3, 2023 by David Zhang

Creating Alignment Between Sales and Marketing in B2B

In an increasingly competitive B2B landscape, the alignment between sales and marketing teams is not just beneficial, but imperative. Unfortunately, in many organizations, these two departments can often seem like ships passing in the night—with different goals, different strategies, and different measures of success. Creating harmony between these two forces is critical to building a revenue engine that consistently delivers growth.

Understanding the Sales-Marketing Divide

Before there can be a solution, there must be an understanding of the problem. The sales and marketing divide typically stems from a lack of communication or shared objectives. Sales teams often focus on individual client relationships and immediate revenue, while marketing teams may prioritize broader brand strategies and lead generation.

Moreover, the traditional sales process has evolved. Today’s B2B buyers are more informed and empowered than ever before, often conducting in-depth research before ever interacting with a sales representative. This shift has necessitated a change in how sales and marketing teams operate, making alignment not just important but critical to the success of B2B sales.

Strategies for Creating Alignment

Creating alignment starts with a shift in mindset—seeing sales and marketing not as separate entities but as integrated parts of one engine that drives growth.

Shared Goals and Metrics

Without common ground, it’s impossible to stand together. Sales and marketing should work collaboratively to establish overarching goals and define metrics that matter to both. These can include lead generation targets, conversion rates, and customer lifetime value. When both teams are working towards the same objectives, their individual strategies and tactics can be harmoniously integrated.

Collaborative Planning and Communication

Alignment must be cultivated, and that starts with regular communication and joint planning sessions. Sales should articulate what kind of leads they need and what obstacles they face in the field, while marketing should share insights about market trends and content strategy. Regular meetings, shared dashboards, and clear lines of communication can keep everyone on the same page.

Technology and Tools

In our digital age, alignment is also fostered through the intelligent use of technology. A Customer Relationship Management (CRM) system is more than just a database—it’s the shared language between sales and marketing. Marketing automation platforms, integrated with a CRM, can ensure that marketing efforts are more targeted and that sales receives better-quality leads.

Content Creation and Messaging

Content is king, but context is queen. Marketing teams typically produce a plethora of content, but sales teams may not always leverage it to its full potential. Creating content should be a collaborative effort, ensuring that it addresses the precise needs of sales prospects and can be effectively used in the sales process. Messaging from sales collateral to ad campaigns should reflect the combined insights of both teams.

Unified Lead Management Process

Alignment is most visible in the lead management process, encompassing lead qualification, scoring, and handoff. Both departments should agree on what constitutes a qualified lead, how to score lead engagement, and when to pass leads to sales for follow-up. Defined processes and SLAs (Service Level Agreements) prevent leads from falling through the cracks or lingering too long without engagement.

Sales Enablement

Marketing should provide sales with tools, such as battlecards, case studies, and product sheets that help convert leads into customers. Sales enablement also includes training sales reps on the nuances of these materials and how to use them effectively.

Mutual Respect and Understanding

Understanding each other’s roles and respecting each other’s expertise can help to bridge the gap. Job shadowing, shared successes, and constructive feedback can lead to newfound appreciation and camaraderie between departments.

Putting Theory into Practice

Imagine a B2B tech company, let's call it Aomni, which has successfully aligned its sales and marketing efforts. The marketing team generates leads by creating content that precisely addresses customer pain points, nurtured through a marketing automation platform that delivers tailored messaging at key stages of the buyer's journey. Sales receive these well-qualified leads, backed by comprehensive intel and a full suite of sales enablement tools provided by marketing.

Aomni maintains regular sales and marketing alignment meetings, where data is shared and strategies are co-created. They use a shared CRM platform that gives both teams visibility into each lead and customer’s journey, ensuring that marketing can refine strategies and sales can close deals more effectively.


Aligning sales and marketing in B2B companies is about moving beyond mere collaboration towards a strategic integration. It's a process that fosters a shared understanding and pursuit of common goals, enabled by technology and built on a foundation of regular, open communication.

When these departments speak the same language, target the same goals, and celebrate shared successes, they can achieve remarkable growth. They become not just aligned, but synchronized, making the customer journey a seamless transition from brand awareness to brand loyalty.

For B2B companies looking to supercharge their sales and marketing alignment, platforms like Aomni can provide the tools to facilitate real-time collaboration, targeted sales insights, and a streamlined lead qualification process—ultimately enabling sales teams to perform more strategically and efficiently. This alignment is not the end goal; it's the beginning of a symbiotic relationship that propels business forward.


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