One of the most persistent challenges in company-agency partnerships is aligning sales and marketing teams. As discussed in our ebook, Company Agency Fit: 10 Principles for Marketing Success, misalignment can disrupt everything from strategy to revenue. This post explores how identifying and addressing key friction points can help teams work together seamlessly, driving stronger results.
Section 1: Misaligned Goals and Compensation
A primary issue in sales and marketing misalignment often links back to compensation structures. For instance, sales teams might be rewarded for closed-won deals, while marketing may focus on the volume of leads generated. When these priorities differ, both teams may claim ownership over leads, particularly in account-based marketing (ABM) campaigns where both sides engage with the same prospects. Overlapping responsibilities can create confusion and friction.
Agencies can help bridge this gap by examining how each team is compensated. Analyzing compensation structures reveals where goals diverge and clarifies friction points. For example, if sales is incentivized only for closed deals and marketing is measured on lead generation, teams may struggle to work cohesively. Aligning goals and compensation promotes collaboration, ensuring both sales and marketing are working toward shared objectives.
Section 2: The Power of Cross-Functional Insight
At the agency level, having experience across both sales and marketing functions can be a huge asset. This dual perspective allows agencies to approach misalignment with a deeper understanding of each team’s motivations and challenges. Leaders who’ve worn multiple hats, such as CMO or CEO, are often well-positioned to identify and resolve these underlying issues because they understand the broader business implications. They can leverage their experience to facilitate conversations that align both teams around common goals, bringing clarity to their respective roles.
Inside companies, these alignment efforts benefit from executive support, especially from the CEO. Cross-functional insights allow both teams to work together on strategies that unify their efforts across the funnel, from brand awareness to lead generation and finally to closed deals. By involving leadership, agencies and companies can identify the small but significant “political landmines” that often exist and use these insights to foster a collaborative environment that supports everyone’s goals.
Section 3: Streamlining the Sales and Marketing Funnel
Achieving alignment between sales and marketing isn’t just about fixing immediate issues; it’s about establishing a streamlined workflow that benefits the entire organization. By addressing goal misalignment, teams can create a smooth “throughput” from the top of the marketing funnel to the sales funnel, ensuring a seamless transition from brand awareness to closed deals. This continuous workflow allows marketing efforts to feed directly into sales activities, enhancing the efficiency of both teams and helping the organization drive qualified demand.
When both teams understand their roles in this shared process, they’re more likely to collaborate on each stage of the funnel. For instance, marketing can focus on nurturing leads until they’re ready for sales, while sales can prioritize closing deals with pre-qualified leads. By creating a shared framework, companies foster a more effective lead-to-revenue journey that minimizes conflict and maximizes each team’s contributions.
Building a Unified Approach to Revenue Generation
Achieving alignment between sales and marketing is one of the most challenging but necessary steps for a revenue-focused approach. Setting shared goals, understanding compensation structures, and leveraging cross-functional insights bridge the gap, enabling both teams to contribute meaningfully to overall success. Companies and agencies that align sales and marketing efforts effectively can foster an environment where each team’s contributions support the other’s.For more in-depth strategies on enhancing collaboration across departments, Company Agency Fit: 10 Principles for Marketing Success offers actionable insights on resolving sales-marketing alignment challenges. By focusing on these principles, organizations can create a more effective approach to generating revenue and building lasting success.