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  • Emmet Consulting

Sales and Marketing Alignment: Creating the Power Couple

Updated: Apr 27, 2023

The hallmarks of great Sales and Marketing Alignment come from the genesis of connection and understanding.

Well aligned Sales and Marketing teams work in lockstep, acting as a one-two punch to optimise growth and deliver commercial outcomes. For example, while Marketing unpacks needs, motivations and builds a brand that resonates, Sales work hand in hand to convert opportunities into profitable revenue growth.

As we sit on the cusp of yet another wave of economic uncertainty, increased commercial pressures and market noise, leaders simply cannot afford to be in situations whereby Sales and Marketing alignment is not in play.

Over the past three years, we’ve been helping some of Australia’s largest teams achieve Sales and Marketing Alignment, so they can optimise their performance outcomes. Here’s our starting point.

1. Unification


Behavioural sciences teaches us that we’re more likely to believe and trust people we know well. So, begin by breaking down functional barriers and invest in building relationships and understanding. The development of a shared vision is an exceptional place to start - 87% of Sales and Marketing leaders state successfully achieving Sales and Marketing Alignment enables critical business growth. With a platform of trust and understanding in place, it becomes easier to unify goals and identify key performance metrics which can be shared across the Sales and Marketing functions. For example, are there revenue streams within your organisation where Sales and Marketing play different but, equally important roles? If so, it may be a natural point to start debating shared new business accountability.

2. Accountability and Motivation


Proactively drive Sales and Marketing alignment by creating well structured forums that push teams together. This is where cadence becomes king. Implementing weekly meetings and open platforms for Sales and Marketing collaboration will allow your Sales and Marketing teams to communicate in a coordinated and sustained manner, signalling expectations of collaboration and interdependencies of success. This is also where the unification of KPIs becomes powerful. Giving your Sales and Marketing teams clearly aligned and, where practical, shared cross-functional responsibilities, can act as an incentive to create a more motivated and driven Sales and Marketing team.

3. Shared Data and Insights


Create simple, measurable targets to help focus Sales and Marketing activity and collaboration. Shared data ensures everyone is working from one source of truth, a data dashboard. Focusing on this shared data eliminates conflicting reporting while helping ensure an aligned Sales and Marketing team. Having a simple and effective reporting tool also ensures your Sales and Marketing teams have access to the same insights and results. Implementing a basic data dashboard that can be easily updated and shared amongst stakeholders aids focus and helps keep cross functional activity aligned. Your organisation’s CRM may have existing data dashboard templates that can be manipulated to suit the needs of your Sales and Marketing teams and objectives. There are also several off-the-shelf solution data dashboards that you can purchase and integrate quickly and at a relatively low cost. Above all else, remember that there may be a story behind them, but the numbers don’t lie. So, ensure your Sales and Marketing conversations are based around a visible, and shared view, of how you’re performing with your shared data at the core.


Check out our case studies and blogs for examples of how Emmet has helped improve performance between Sales and Marketing and successfully achieved Sales and Marking alignment for our clients.

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