4 No-Nonsense Reasons Why Sales and Marketing Alignment is Essential to Your Business

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We could share with you tons of little reasons, from increased industry knowledge to improved morale, that marketing and sales alignment is important to any business, but in the end, we know you’re looking for results, not fluff. So today we’re sharing with you four, no-nonsense, results-driven reasons why it’s worth the effort to align sales and marketing:

  1. When Marketing and Sales work together, you’re better equipped to exceed your goals
    As Act-On Senior Director of Sales, Chris Hardeman shares in his “Sales is from Mars, Marketing’s from Venus: Five Factors to Close the Gap” blog, “Sales has sales quotas; marketing has lead quotas. We rely on each other to exceed these goals. We do in fact work as one team with very open lines of communication. (Might I point out that our sales and marketing team has never missed our number? Alignment is a big factor in our success.)”Act-On Marketing Manager, Janelle Johnson echoed this in her follow-up to Chris’ post: “In the end, both the sales and marketing teams share the same goal: revenue. It’s easier – and far more productive – for us to achieve our goals when we work together.”
  2. Well-aligned organizations allow marketing automation to be put in place.
    We all know that marketing automation can be a huge benefit to organizations. According to Eric Albertson and Sid Smith of The Albertson Group, “Getting the alignment right with management, as well as between sales and marketing, is the single most important element of all the factors that contribute to successful marketing automation implementation. No platform can overcome a pointed misalignment among the key players.”
  3. Well-aligned organizations, on average, achieve higher revenue growth
    Highly aligned organizations achieved an average of 32% annual revenue growth – while less well-aligned companies reported an average of 7% decline in revenue.
  4. Well-aligned organizations, on average, achieve faster profit growth
    B2B organizations with tightly aligned sales and marketing operation achieved 24% faster three-year revenue growth, and 27% faster three-year profit growth.


Bottom line: well-aligned organizations are more likely to succeed. If you know that your business needs better alignment, but aren’t sure where to start, make sure to check out our latest white paper: “Introduction to Integrated Marketing: Sales and Marketing Alignment.” These seven straightforward steps will get you headed in the right direction.


How has marketing and sales alignment impacted your organization? What tips for better alignment do you have? Share them with us by leaving a comment bellow.