The document discusses the framework for successful sales and marketing alignment, which includes 4 pillars - strategy alignment, process alignment, content and messaging alignment, and cultural alignment. It provides statistics that show most companies believe their sales and marketing teams are aligned in these areas, but also face challenges. Some common challenges mentioned are different goals and KPIs between teams, a lack of input from sales in content creation, and not viewing each other as partners. The document concludes that misalignment between sales and marketing can hurt revenue, efficiency, loyalty and implementing customer feedback. It provides some key takeaways on adapting strategies and processes in light of changing customer demands.

1. The Secret Sauce to Sales & Marketing Alignment
w/ LinkedIn
Katee Peek
SaaS Partnerships
LinkedIn
Marisa Blanke
SaaS Partnerships
LinkedIn

2. The Framework for Successful
Sales & Marketing Alignment
Pillar
approach
4
Strategy
alignment
• Programs, products and
campaigns
• Shared KPIs, goals and
objectives
• Target accounts and
ICPs
1.
Process
alignment
• Clearly defined lead
nurture + management
process
• Shared data sources
• End-to-end pipeline
management and
attribution
2.
Content and
messaging alignment
• Focus on customer
needs
• Includes sales feedback
in content planning
• Supports sales
conversations with clients
• Is timely, personalized by
buyer/prospect
• Helps customers move
through the buying
journey
Cultural
alignment
• Have mutual trust
• Attend each other’s
meetings, incl prospect
& sales
• Participate in joint
initiatives
• Have confidence in
each other
3. 4.

3. Strategy
Strategy alignment
1
.
Despite confidence that
there is good alignment
on strategy…
Marketing focuses efforts on the accounts
which sales is targeting
84%
Marketing and sales have
a common strategy and
plan for delivering
customer value
83%
Sales is on board with
marketing’s ABM (account-
based marketing) strategy
86%
96% admit there
are challenges with
strategy alignment,
including:
• Sales and marketing don’t report
to the same executive
• Marketing and sales don’t
measure success on the same
KPIs
• Marketing and sales don’t share
goals and objectives

5. Process
Despite confidence that
there is good alignment
on process…
Marketing and sales use the same data pool
for customer targeting and insights
85%
Pipeline management is
managed as an end-to-
end process
85%
Sales is involved in the
planning of day-to-day
marketing initiatives and
events
89%
96% report issues
with process
alignment,
including
• Sales and marketing plan two
different processes for engaging
with customers
• Marketing and sales do not
cooperate on pipeline growth
• Sales and marketing tools and
systems are not well integrated
Process alignment
2.

8. Content
Despite confidence that
there is good alignment
on content and
messaging…
Marketing content establishes brand
awareness, product benefits, and value
propositions
86%
Marketing content
effectively supports the
conversations that sales
has with customers and
prospects
83%
Our content is effective at
inspiring customers to
engage with our sellers
87%
97% face challenges
with alignment on
content and
messaging, including
• Marketing creates content
without sales’ input
• Marketing content is too product-
led and does not focus on the
problem the customer is trying to
solve
• Marketing content does not help
the buyer through the buying
journey
Content alignment
3.

10. Culture
Despite confidence that
there is good alignment
on culture…
Marketers and sellers have trust in one
another
86%
Marketing and sales
continuously collaborate
to deliver customer value
and collaborative culture
at our organization
83%
Marketing and sales
share a culture that is
customer obsessed
89%
When it comes to
cultural alignment,
93% identify
challenges,
including
• Marketing and sales don’t see
themselves as an active partner to
participate in each other’s planning
process
• There is antagonism between the
marketing and sales teams
• Marketing and sales don’t
communicate concisely with each
other
Culture alignment
4.

11. The Business And customers
Makes us less agile in
addressing marketplace
changes
Virtually all respondents say that misalignment between
marketing and sales hurts …
96% 97%
57%
43%
45%
Reduced revenue
Decreased efficiency and
redundant efforts
Reduced loyalty
49%
48%
46%
Reduced implementation of
customer feedback
Inaccurate view of the
customer journey

12. Key Takeaways

13. Sales & Marketing Alignment in a changing environment
The Covid-19 pandemic and macroeconomics have accelerated the already
emergent trend toward predominantly digital engagement strategies.
Customer demand for a connected experience across human and digital channels
will continue to increase. B2B companies need to:
Clarify the
structure and
make up of the
buying
committee and
partner with
sales to
continuously
update pipeline
tracking tool
1. 2. 3.
By investing in
customer insight
systems, go
beyond marketing
and sales
alignment and
calibrate to the
customer’s
buying journey to
deliver
exceptional
experiences
Develop content
designed to speak
specifically to
interests, pain
points, objections,
or previous pipeline
challenges
4. Adapt marketing
and sales
automation so
that actions and
recommendations
are fully informed
by the single view
of the customer’s
journey
5. Engage in
change
management to
make the mental
pivot from ‘our
processes’ to
‘our customer’s
journey’
leveraging a full
funnel strategy
when possible

14. Thank You!