Sales and Marketing Alignment

Do your Sales and Marketing people talk to each other? Are they aligned to meet your revenue objectives?

In the past, your sales and marketing teams have always been at war. A possible reason could be that they used different tools and had different objectives though being expected to be on the same page. However in today’s buyer controlled realm, you have to find a different approach to align sales and marketing.

Sales team don’t care about the click rate or landing page conversion rate or a well-written white paper. Until as marketing, you can start reporting on metrics that matter, they won’t get it. But what if you could go into a sales meeting and say: “Campaign X added INR 1 million to the top line, and it only cost us INR 1 lakh!”. Now this is a report that will make sales sit up and take notice.

Marketers Touchpoint team closely works with your marketing and sales team to get them on the same page, to define what constitutes a qualified lead, create lead scoring and outline the lead handoff process. Our marketing and sales alignment framework drives consensus on:

  • common vocabulary,
  • critical definitions,
  • processes,
  • roles and responsibilities,
  • lead generation strategy,
  • sales content strategy to have more meaningful conversations,
  • service level agreements (SLAs) and
  • performance incentives guidelines for sales and marketing.

We help you get their attention by showing sales that marketing speaks their language – the language of revenue and how to work in sync to achieve the common business goal.

Technology is powerful, but you cannot rely on it blindly. It can alleviate your marketing and sales efforts, but that alone is not sufficient. Marketing automation software and SFA/CRM systems can make dashboards simpler and quicker to build – though they’re not required to achieve the benefits of sales and marketing alignment. But if sales and marketing teams do come together using technology as the enabling platform for convergence, the profits reaped in demand generation and  sales enablement can be extremely significant.

To stop finger pointing between marketing and sales, ensure smooth handoff and prove marketing’s contribution to revenue, do call Marketers Touchpoint team at +91-8080015500 or Contact Us. We’re here to help.

Innovatus Marketers Touchpoint LLP is a customer experiencemarketingservice designdesign thinking and business innovation consulting firm, based in India. We offer go-to-market and digital strategy consulting and help our clients rethink and redesign customer and employee value in the digital era. We offer design thinking workshops and consulting, tailored to enable, accelerate or transform your business. We are laser-focused on the problem at hand and your opportunity space, and optimize the process to make design thinking and service design principles accessible to your employees who’ve never done it before or stuck-up, and provide “just adequate” theory to help you get moving and achieve outcomes.

You may reach out to Vidya Priya Rao @ +918080015500 or email @

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