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Skip Relationship Counseling: 3 Tips for Aligning Sales and Marketing

Skip Relationship Counseling: 3 Tips for Aligning Sales and Marketing

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Sync up to Boost Revenue by 208%

Carrie and Mr. Big. Ross and Rachael. Dawson and Joey. These complex TV relationships kept audiences coming back season after season. We kept tuning in through all the drama and cliffhangers, hoping our favorite characters would find their happily ever after.

Despite all the obstacles, these couples did end up together, and the broadcast networks raked in millions. B2B companies should take a cue from these fictitious characters to boost their own profits.


By aligning sales and marketing. 

With marketing and sales working together, companies can increase marketing returns by 208%, drive 32% year-over-year revenue growth, and enjoy 36% higher customer retention.

On the flip side, brands with misaligned sales and marketing teams will lose $1 trillion in annual revenue. That’s a lot of zeros!

Want your sales and marketing departments to end up like Ross and Rachel? Use these three actionable strategies for aligning sales and marketing.

What Is Smarketing?

How many times have you heard motivational business speakers say that sales should support marketing, and vice versa?

Well, it’s easier said than done. While sales reps are obsessed with closing deals, marketers are all about increasing brand awareness and attracting quality leads. Marketing might also feel the added pressure of SDRs breathing down their necks, wondering where the heck all those leads actually are.

Both teams are in a constant pressure cooker. But if they work together, they can alleviate the heat.

Sales-marketing alignment results in a lean, mean, powerful smarketing team. And no, this isn’t just another buzzy business portmanteau. Companies that build smarketing (or sales+marketing) teams increase revenue, improve communication and collaboration, enhance lead quality, and optimize the customer experience.

Now that you know the importance of marketing-sales alignment, here are three tips to build your own smarketing team.

How to Align Sales and Marketing in 3 Easy Steps

1. Establish a Collaborative Environment

When it comes to flourishing relationships, communication is everything. Fostering a collaborative work environment encourages a continuous dialogue between sales and marketing. And yes, this even goes for those difficult conversations. 

Break down the silos and inspire collaborative efforts by making customer data and insights accessible to everyone. Transform your customer relationship management (CRM) platform into a single source of truth for both departments. The transparent flow of information ensures everybody is on the same page and synchronizes strategies.

2. Develop a Service Level Agreement 

A service level agreement (SLA) traditionally establishes what customers will receive from your company. This internal document outlines customers’ needs and how your brand helps solve these problems. 

But did you know that an SLA can also serve as a guiding light smarketing teams? Ultimately, a service level agreement is designed to create alignment between two parties by setting clear expectations and mitigating any issues before they happen. Setting these expectations among marketing, SDRs, and sales keeps everyone accountable and ensures each party fulfills their part of the agreement.

3. Agree on the Buyer’s Journey

Marketing and sales should establish an agreed-upon buyer’s journey. This is what your sales funnel looks like through the eyes of your prospects. Mapping out a buyer’s journey promotes synergy between departments, allowing them to create consistent messaging and communications through the awareness, consideration, and decision stages. This builds trust and establishes credibility.

Marketers should share an up-to-date version of your company’s brand guidelines with sales. This document defines the look and feel of your business and includes everything from the tone of the copy to the color palette of marketing collateral. This helps sales represent your brand even during face-to-face meetings.

Nurturing Leads into Customers: Effective Lead Generation Techniques

Strategies for Achieving a Ross-and-Rachel Inspired Relationship 

Use these three strategies to help sales and marketing achieve a Ross and Rachael relationship.

  • Target the right leads: Sales and marketing should both deeply understand and agree on who they’re trying to target and why. Building buyer personas gives both departments a holistic view of your ideal audience. Be sure to use data from your CRM and real-life sales conversations to flesh out these fictitious characters’ wants, needs, behaviors, and demographics.
  • Share goals and KPIs: Traditionally, sales and marketing measure success differently. While sales monitor numbers—closed deals and revenue—marketers track their success by lead quality and quantity. Establishing shared goals and key performance indicators (KPIs) ensures both departments share unified goals. Conversion rates, customer lifetime values, retention, and revenue are KPIs both teams should use.
  • Consistent communication and feedback: Set up a Slack channel for sales and marketing to share feedback, ideas, challenges, or memes. Open lines of communication improve alignment and promote collaboration.

Your brand doesn’t have to spend an arm and a leg to send sales and marketing to a relationship counselor. Making data accessible, establishing shared KPIs, developing an SLA, and fostering a collaborative environment can elevate sales and marketing to prime-time relationship status.  

Achieve a RomCom-level Smarketing team!

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