• August 17, 2021

Best practices to align marketing and sales in your company

I imagine you decided to read this article for two reasons: curiosity or you need to align marketing and sales in your company and you don’t know how.

The truth is that aligning marketing and sales is a problem for many managers.

The sales team thinks that the marketing team is only made up of people who talk more than they do and only know how to spend the company’s money.

The marketing team, on the other hand, thinks that in the sales team there are only robots, that contribute nothing to the company’s image and that they don’t know how to take advantage of the opportunities generated by their team.

And you, what do you think of this discussion?

Opinions aside, I always like to emphasize to both teams that their work is essential. And there is – I dare say that in all companies – opening to work marketing and sales together.

In this text, I will teach you good practices to align marketing and sales in your company. But first, let’s get to the facts!


Why is aligning marketing and sales important?

First, because the lack of synergy between these sectors is an indicator that your company is losing business opportunities.

Whether it’s capturing unprofiled leads or burning hot leads, you’re wasting money.

Second, because the two areas, perhaps more than any others, are dependent.

Marketing needs to know what the customers’ pains are – something easily identified by the commercial.

On the other hand, the commercial needs to hit goals and marketing can help bring in new customers.

Do you see how important this alignment is? Now, enough talking and let’s get to the tips!

Tip # 1: Alignment must start from above

First of all, it is extremely important that the objective of aligning marketing and sales is supported not only by the entire team, but mainly by the managers.

In every organization, a process that is not supported by superiors will die or generate conflict. And that’s not what you want, right?

The decision does not have to come from above, but in the end it needs to be bought by superiors.

Managers need to make it clear to both teams that the two areas need to live together and that one is dependent on the other like teams of park view do.

But for this to work, remember: each team needs to know their roles well. Do you know the concept of DRI? It should!

Tip # 2: Structure goals, metrics and processes

In order for there to be synergy, it is necessary to clarify what are the functions of each team and at which moments they will need to interact.

And, although each sector has its own goals, the definition of metrics must also be done always considering the impact of the work of one team on the other.

This is essential even to ensure that a team does not complain about the other for having done something that was not agreed, ok?

If you are a manager, rest assured: having a well-structured process can solve this problem once and for all!

Here at OTB, for example, we follow the principles of SCRUM and organize daily and weekly meetings so that what each area has been doing is reported.

It is worth remembering that these meetings are not aimed at making the final alignment of the teams, regarding the management of contacts, profile and content.

They are just follow-up meetings, which help both parties to be on the same page.

Depending on the size of the company’s teams, this alignment can be done weekly, fortnightly and even monthly. Everything will also depend on the volume of information you need to exchange.


Tip # 3: Define what an MQL is together

When we talk about ROI in marketing, we are ultimately talking about sales made through marketing strategies.

Although it is complicated to measure the entire influence of marketing on the number of sales, when we talk about Inbound this verification is relatively simple.

The commercial and marketing need to communicate constantly for the commercial to pass feedback to the marketing. And together they must define an SLA (Service Level Agreement) regarding the profile and engagement of the leads that are generated and passed on to the commercial.

Just to make it clear what I mean by engagement and profile, let’s take an example.

The profile of a good Inbound lead has the characteristics of its persona. He works for a company with a buying profile, he is a decision maker, he has money to invest, etc.

Engagement, on the other hand, refers to the interest of the lead in your solution, accessing content from your website, blog, downloading materials, opening marketing emails, clicking on links, etc.

Every such action can be monitored through marketing automation tools. Based on these actions, a score can be given so that it is possible to understand how big the engagement of that lead – the lead scoring is.

This information must be shared by both teams. Marketing and commercial need to agree on the lead’s profile and engagement level to become an MQL.

Aligning marketing and sales, therefore, is essential for the ROI to be as high as possible, don’t you agree?

Tip # 4: Exchange feedback on content

Quality content production dictates the pace of organic growth for a company’s website. Besides, of course, helping to build its image, showing that it is an expert in that area.

However, the content flow depends on the analysis of several items: knowing what are the most accessed content, what the market trends have been and how consumer habits have changed over time.

For this to be understood, nothing better than talking to people who deal with consumers on a daily basis, hear their objections and also know their concerns. That is, the commercial team).

The commercial, in this case, can help a lot in the alignment of communication and content production. He can give directions to marketing, telling what makes sense and what doesn’t to be produced according to the persona’s demand.

Even the commercial itself can gather feedback from leads about the content they read before becoming customers and moving on to marketing.

Want an example of questions that can be asked by the commercial? Look that:

  • I saw here that you accessed our page X or read our content Y, right?
  • What did you think of this page/content?
  • Did he help you clarify any doubts you had?
  • Is there any other subject that interests you in this area?
  • Do you still have a question that was not answered by this content?

Alignment in this case, too, will happen at a frequency that needs to be aligned by both parties and will vary according to the volume of information obtained.

But it’s a great partnership to improve the quality of your content and ensure they hit the persona nailed!

Tip # 5: Use intelligence to your advantage

As you’ve certainly noticed, in this article I talked a lot about indicators. That’s because following them is essential to align not only the marketing and sales sectors, but to identify gaps and good actions in the processes.

If you still don’t know which indicators you need to monitor, this eBook we launched with Agedor can help:

But the biggest tip of this topic is: don’t keep the data closed in these sectors!

Transparency of information is one of the pillars of a strong organizational culture, and one of the simplest ways to align teams, as it puts all individuals on the same scale.

Besides, you never know where a great idea will come from. Marketing and sales data can generate good insights for team members not necessarily linked to these areas… 😉


Hope you understand a little better how to align marketing and sales. Now it’s time to get moving and make things happen!

The tips I gave up here are enough to get you started.

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