Picture this: you’re at your desk, juggling leads, emails, reports, and maybe your third cup of coffee. You’re probably a B2B marketer who’s trying to grow brand awareness, generate quality leads, and get those leads to actually buy from you. But somewhere along the way, your sales team and your marketing team seem to be on different pages, maybe even reading different books. It can feel like one group is kicking a soccer ball down the field while the other is busy tossing a basketball around. That mismatch is frustrating—plus, it can seriously hold back your business’s success.
If you’re nodding because that’s your situation (or fear it might be), keep reading. In this post, we’ll explore why aligning sales and marketing is a big deal for B2B companies, and we’ll talk about what you can do to bring the teams together. We’ll share some stats, give you a few examples of what can go right (and wrong), and show you how a healthy alignment will leave everyone cheering for each other. By the end, you’ll know exactly what steps to take and feel confident leading your business toward better results.
Why does sales and marketing alignment matter in B2B?
When sales and marketing teams work side by side, cool things happen. According to LinkedIn’s survey on alignment (you can read about it here):
- Companies with closely aligned sales and marketing teams reported a 32% increase in revenue growth.
- They were also 67% more efficient at closing deals.
That’s huge. If you’re a B2B marketer, you know how much time and money goes into drumming up leads and showing folks why your solution matters. If salespeople aren’t on board with the marketing approach, or marketing folks don’t understand the real-world challenges sales teams face, it’s like having two sports teams wearing the same jersey but not talking to each other.
A fictional example: The flop that could’ve been avoided
Let’s pretend we have a fictional business called BrightApps, which sells software to other companies. The marketing folks there put all their budget into a fancy campaign that targeted mid-level managers. But the sales team actually focused on selling straight to business owners. So even though marketing worked super hard, sales didn’t get the type of leads they wanted. Phones rang off the hook with the “wrong” people. If marketing and sales had simply huddled up to talk about their ideal customer, they could’ve saved time, money, and nerves. They also might’ve had much happier leads on the other end of the line.
Step 1: Define your shared goals
A lot of times, marketers measure success by how many leads come in. Salespeople, on the other hand, measure success by deals closed. Sounds obvious, but it’s shocking how often each team focuses on a different scoreboard. To make sure everyone is on track, set up shared goals. That might mean agreeing on the number of “ready-to-buy” leads, or deciding on a specific revenue target you’re both aiming for.
Pro tip: Get crystal clear on what a “lead” is
One giant point of confusion in many companies is the definition of a lead. Is it someone who fills out a contact form? Do they need to take a demo? Could it be someone who attends a webinar? If marketing sees any warm body as a lead, but sales only wants senior VPs with real buying power, you’re going to have friction. Sit down together, write a quick definition both sides can live with, and that’ll go a long way in preventing confusion.
Step 2: Share data and insights
Nobody likes it when one department is hoarding information like Smaug guarding his treasure. If marketing has a goldmine of data about which ads got the most clicks or which content turned heads, share it with sales so they know what resonates with prospects. If sales knows there’s a product feature that’s getting real excitement in calls, let marketing know so they can highlight it in the next campaign.
A fictional scenario: The vendor expo success
Imagine a fictional software company, CodeBuddy, that regularly attends vendor expos. The marketing team figures out that a short demo video about the product’s cool automation features gets the biggest crowd reactions and sparks curious questions. If marketing keeps that knowledge to themselves, the sales team might go around focusing on some other feature that’s not as interesting. But if that data is shared, the sales crew can start conversations by talking about the automation capabilities, hooking the leads’ attention and paving the way for a better pitch.
Step 3: Implement a service-level agreement (SLA)
You’ve probably heard of an SLA in a different context, but it can also apply to sales and marketing. Think of it as a handshake agreement (but in writing) that says:
- Marketing promises to deliver a certain number of qualified leads each month.
- Sales promises to follow up on those leads within a certain timeframe and report back on how they progress.
It’s like making sure each team holds up its end of the bargain. Nobody likes it when you think someone else is “slacking off,” so an SLA keeps people honest and builds trust.
Quick stat
According to a study by HubSpot (source), businesses with an SLA between sales and marketing are three times more likely to see higher ROI from their inbound marketing efforts.
Step 4: Use the right tools
Technology can be super helpful in keeping sales and marketing in sync. A good Customer Relationship Management (CRM) platform helps track leads from the very first touch. It also keeps communication flowing between marketing and sales. This way, if your marketing team notices a certain contact has opened five emails in the past week, the sales team knows that contact might be ripe for a phone call.
Tools that can help
- Customer Relationship Management (CRM): Platforms like HubSpot, Salesforce, or Pipedrive let you keep every bit of customer info in one place.
- Marketing automation software: Tools like Mailchimp or Marketo help you nurture leads and analyze how they’re engaging with your campaigns.
- Project management tools: Platforms like Trello or Asana keep tasks organized and make sure everyone knows what their next steps are.
Step 5: Keep communication casual and frequent
Sometimes people think of formal presentations and long spreadsheets when they hear “meeting.” Let’s keep it simpler. If your sales and marketing teams chat regularly—maybe in short, casual “stand-ups” or coffee-break conversations—they’ll figure out what’s working and what’s not. These chats don’t have to be fancy. Make them quick, friendly, and to the point.
A real-life style example (fictionalized)
In an imaginary company called GrowNow, the marketing manager schedules a 15-minute daily chat with the sales leader. They hop on a quick call and discuss what leads have come in, which ads are working, and which prospective clients keep ghosting. By doing this daily, they don’t need a huge meeting at the end of the month to figure out what happened. Problems get caught early, good news gets celebrated right away, and everyone’s on the same page.
Step 6: Celebrate wins together
It’s easy for marketing folks to say, “Our ad campaign crushed it and brought in 1,000 new leads last month,” while sales folks roll their eyes, thinking, “Yeah, but only ten of those leads were actual buyers.” And it can go the other way: sales might brag about closing a massive deal without giving marketing any credit for the nurturing process that warmed up the lead. A great way to change that attitude is to celebrate those wins as a team. It could be a quick Slack message, a shoutout in the company newsletter, or maybe a pizza party if you’re all working in the same building. When both teams pat each other on the back, it encourages more teamwork and a better overall vibe.
Step 7: Train together and learn from each other
Sometimes salespeople can learn a ton from marketers about branding, storytelling, and how to position a product or service. At the same time, marketers can learn a lot about real customer pain points by listening to sales calls or reading sales emails. If you invest in training sessions or workshops that include both sides, you’ll create an environment where knowledge is shared.
Workshop idea
Organize a half-day session where sales and marketing do role-play together. Marketers try their hand at handling a sales call, while sales folks critique or add pointers. Then, the roles are reversed. It might feel a little awkward at first, but it usually leads to laughter, bonding, and those “aha!” moments that bring teams closer.
A deeper look at the payoffs
When sales and marketing are aligned, you see real changes in how your B2B company performs. Here are a few benefits you might notice:
- Higher revenue: More deals close, and each deal can be worth more if the customer feels like they’re in good hands from start to finish.
- Less wasted effort: No more tossing random ideas into the market and hoping something sticks. When everyone’s on the same page, you use your resources more wisely.
- Better morale: People love working in a place where they feel valued and supported. Less finger-pointing, more high-fives.
- Stronger brand reputation: If your sales team and marketing team share the same messaging, customers will feel more confident about your company. That consistent story builds trust.
Addressing the elephant: “But what if I’m just a tiny B2B shop?”
If you’re thinking, “We only have one marketing person and two sales reps—why do we need all this?” here’s why. Even in small teams, miscommunication can creep in. Setting clear goals, sharing data, and talking often makes everyone’s job easier. As your business grows, you’ll be glad you started this alignment early on. You’ll have a firm foundation to build on instead of having to fix a broken system later.
Quick recap of the steps
- Define your shared goals and make sure marketing and sales agree on success metrics.
- Share data and insights so each team knows what actually gets results.
- Implement a simple SLA that outlines what each side promises to deliver.
- Use the right tools (CRM, marketing automation, project management) to keep everyone in sync.
- Talk regularly in short, casual chats instead of one giant monthly meeting.
- Celebrate wins together to build team spirit.
- Train together to learn each other’s strengths and challenges.
One last word on solving these problems (without being pushy)
We know how tricky it can be to align two different teams with different ways of seeing the world. If you’re looking for help, there are solutions out there (including ours) that streamline and simplify this process. We’re here to show you we get what you’re going through and want to help you find what works best for you, not pressure you into anything.
If you implement even a few of these steps, you’ll see real improvements in how your B2B organization runs. Sales won’t be bummed about “bad leads,” and marketing won’t feel ignored or undervalued. Instead, you’ll have a team of people working with the same playbook, celebrating each other’s wins, and driving your business toward success.
So, imagine waking up tomorrow knowing your marketing team has got the right message and your sales team can’t wait to get on the phone with those red-hot leads. That’s the future you can create by bringing these two teams together. It’s not always easy, but it’s definitely worth the effort. If you keep these guidelines in mind and approach alignment with a spirit of collaboration, you’ll be well on your way to a more profitable and harmonious B2B workplace.
Got questions about alignment or want to share a story about how you managed it in your company? Drop a comment below or reach out to us, and we’ll be happy to chat. After all, we’re just people too, trying to make this whole business world a little better—and a lot more aligned.