Align Marketing and Sales Strategies: Key to Business Growth

In today’s fast-paced business world, macroeconomic headwinds have put a strain on revenue growth, and organisations are looking to align their marketing and sales strategies to better engage target customers. Recent research from Gartner has revealed that integrating commercial strategies is a challenge for most sales organisations, and almost two-thirds of sales leaders believe that their sales and marketing teams define qualified leads differently, leading to ineffective customer engagement.

Understanding the Importance of Aligning Marketing and Sales Strategies

In addition, sales teams are uncertain about how and when to use people or digital channels for customer engagement. With buyer journeys becoming more complex, commercial organisations must deliver an integrated human and digital customer experience. As Bill Luckey, Director of Advisory for the Gartner Sales Practice, states, breaking down silos between sales and marketing is a fruitful but incremental process. Sales organisations that align cross-functional KPIs are nearly three times more likely to exceed new customer acquisition targets.

The Need for Alignment in a Fast-Moving Environment

Several companies, including Activision Blizzard Media and Spotify, have highlighted the importance of aligning marketing and sales strategies. Greg Carroll, VP of Global Revenue for Activision Blizzard Media, notes that silos within rapidly expanding businesses are natural as priorities shift rapidly. However, he adds that maintaining a close partnership with marketing functions is critical in a media-led business that relies on both human and digital channels.

Overcoming Challenges in Alignment for Success

Spotify also recognizes the need for clear alignment between sales and marketing in a fast-moving environment. Rak Patel, Head of EMEA Sales, stresses that sales leaders must encourage and drive internal strategy alignment between sales and B2B marketing teams. Building a successful regional plan while staying flexible for local nuances is crucial, Patel says.

Understanding the Customer Journey for an Integrated Customer Experience

The challenges faced by sales teams and the need for a more integrated human and digital customer experience are reflected in another Gartner survey of 771 B2B buyers. The survey found that 75% of buyers prefer a non-representative experience. However, those who bought using digital channels exclusively were more likely to regret their purchases. Sales representatives were also found to be less likely to complete a high-quality deal.

The Role of Sales and Marketing Teams in a Unified Approach

To create a seamless, multichannel purchase experience, it is crucial for sales and marketing teams to work together. Sales teams must understand the customer journey, including their preferences for human or digital channels, and tailor their approach accordingly. Marketing teams must ensure that the right messages are delivered to the right people at the right time. By aligning their strategies, sales and marketing teams can create a unified approach that benefits the entire organisation.


In conclusion, aligning marketing and sales strategies is essential for business growth in today’s fast-paced and complex business environment. Organisations must break down silos between sales and marketing to deliver a seamless, multichannel customer experience. By aligning cross-functional KPIs, sales teams can exceed new customer acquisition targets and deliver incremental revenue growth. Marketing teams must understand the customer journey and deliver the right messages to the right people at the right time. Together, sales and marketing teams can create a unified approach that benefits the entire organisation.

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