How Marketing Can Align With Sales and Beyond

We hear it all the time, “sales and marketing need to be aligned.” But what does that actually mean? What are the steps needed to make it happen? Why is it important for other teams within the organization to be aligned to add more value to the marketing messaging and strategy?


This October 2022 Marketing Group Chat the discussion was led by:


Timothy Britton, Marketing Manager, Innovia Consulting

Samantha Bush, Marketing Programs Manager, FloQast

Greg Miles, Marketing Manager, iCepts Technology Group

The group answered these questions:


  1. How do your marketing team and sales teams work together?

  2. What types of content do you create together?

  3. What stats do you review together?

  4. What does sales ask marketing for? (Besides leads)

  5. What does marketing as sales for?

  6. Did they always work together? How did your organization bring them together?

  7. Do you bring in other teams into the mix to make your marketing and sales stronger?

  8. If marketing teams are having a hard time getting sales to work with them, what is one piece of advice you would give?


​A few tips included:

  • Create internal landing pages with sales resources that are grouped by pain point, so your sales team always knows where to find what they need, up to date, all in one place.

  • Marketing should ask sales regularly, “Tell me three things that someone asked you this week?” and “Did our customers tell you any “wow” statements?”

  • Use one of three tools recommended that show who is on your website, where they came from and how long they stayed there.

  • Use this recommended tool to put all your PPT slides in one place, share them with the sales team AND track who actually uses them. (So if Sales asks for it again, Marketing knows if they used the resources created for them the last time they made a request.)


Do you want to get all the details? To watch the one-hour recorded call, become a CMA member and access the full CMA Library.


Sign up for updates and attend the next Marketing Group Chat.


By CMA Staff Writer, www.channelmktgacademy.com

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