Sales and marketing alignment is often hailed as the secret sauce for business success, but for many organisations, it’s still an elusive goal. Despite 75% of companies claiming their teams are in sync, our recent survey reveals a striking contradiction: 44% list sales and marketing alignment as one of their biggest challenges.
So, are businesses truly aligned, or is it more of a perception than a reality? And more importantly, does this perceived harmony actually drive measurable results?
“The challenge for sales & marketing alignment lies in bridging the gap between different goals, strategies, and metrics,” said Tom Click, CRO, Pipeline360. “When these teams are truly aligned, the impact is powerful—better lead quality, more efficient processes, and faster revenue growth. But achieving this alignment requires ongoing communication, shared priorities, and a commitment to collaboration. It’s not easy, but when it happens, it transforms how we engage with prospects and close deals.”
In fact, we found that when sales and marketing teams achieve complete alignment, they report far superior results in hitting goals, reaching target audiences, and optimising lead generation processes. The data reveals some powerful advantages for companies with fully aligned sales and marketing efforts.
The Power of Complete Alignment: Key Stats
For businesses where marketing and sales teams are completely aligned, the results speak for themselves:
- 75% meet their goals to a great or very great extent, compared to only 53% overall.
- 91% are able to reach their buying groups effectively, while only 74% overall report the same.
- 85% are satisfied or very satisfied with their lead generation process, significantly higher than the 67% overall.
- 86% are satisfied with the quantity of leads, compared to just 64% overall.
- 86% are also satisfied with the quality of leads, while only 69% overall report similar satisfaction.
- 76% meet lead generation goals to a great or very great extent, compared to just 50% overall.
Clearly, companies that have achieved full alignment are outperforming their peers across all major metrics. But what’s driving this success?
Why Alignment Drives Superior Results
The statistics above show that when sales and marketing are fully aligned, businesses consistently outperform in key areas like lead generation, goal achievement, and customer satisfaction. There are several reasons for this:
- Unified Strategy and Goals: When both teams are working toward the same objectives, it creates a seamless process from lead generation to conversion. Marketing knows exactly the type of leads sales needs, and sales knows how to follow up effectively. This tight collaboration ensures the pipeline is filled with high-quality leads that are more likely to convert.
- Improved Data Sharing: Aligned teams share data more effectively, which helps both departments make better decisions. Marketing can use sales data to refine its targeting and messaging, while sales can leverage marketing insights to engage leads at the right time. This shared visibility leads to better-qualified leads and higher close rates.
- Optimised Lead Generation Processes: When sales and marketing are aligned, they can streamline their processes to generate and nurture leads more effectively. Companies with aligned teams are significantly more satisfied with both the quantity and quality of their leads, ensuring a healthy pipeline and steady revenue growth.
- Better Reach and Engagement: The fact that 91% of aligned companies are reaching their buying groups compared to 74% overall highlights the power of alignment in engaging target audiences. Aligned teams can create more focused and relevant messaging that resonates with decision-makers, increasing the likelihood of conversion.
Why Is Sales and Marketing Alignment Still a Challenge?
Despite the clear benefits, many companies still struggle to achieve full alignment between sales and marketing. The data shows that 44% of businesses view alignment as a top challenge, which suggests that barriers remain:
- Misaligned Metrics: Sales and marketing teams often use different metrics to measure success. Marketing may focus on lead volume and brand awareness, while sales is driven by revenue and deal closure. Without shared KPIs, it’s difficult to achieve true alignment.
- Communication Gaps: In many companies, sales and marketing still operate in silos, with limited communication or collaboration. Misaligned messaging and a lack of feedback loops can lead to friction and missed opportunities.
- Technology Silos: Many businesses struggle with fragmented technology stacks. If sales and marketing teams are using separate tools or not sharing real-time data, it becomes harder to collaborate effectively. Integrated CRM and marketing automation platforms can help bridge this gap, but many organisations have yet to fully implement these solutions.
How to Achieve Sales and Marketing Alignment
If your organisation is part of the 44% that struggles with alignment, or even if you believe your teams are aligned but want to improve performance, there are steps you can take:
- Create Shared KPIs: Sales and marketing teams should agree on common performance metrics. Shared KPIs, such as lead quality, conversion rates, and revenue growth, will ensure that both teams are working toward the same goals.
- Improve Communication: Regular meetings and feedback sessions between sales and marketing are essential. Joint planning sessions and collaborative strategy development can help teams stay on the same page and address any misalignment early.
- Invest in Integrated Branded Demand Approaches: By uniting brand and demand programs, marketing teams can simultaneously raise brand awareness and generate demand. This ensures that when Sales steps in, potential clients are already familiar with the brand. The result? A strong pipeline brimming with high-quality leads across various demand channels and a comprehensive full-funnel approach. Remarkably, Branded Demand delivers almost 40% greater performance and a higher return on investment at scale.
- Focus on Lead Quality, Not Just Quantity: While generating a high volume of leads is important, alignment is key to ensuring that leads are properly qualified. Marketing should focus on delivering leads that match sales’ criteria for readiness, and sales should provide feedback on lead quality to help refine marketing efforts.
The Value of Alignment
The statistics are clear: companies that achieve full alignment between sales and marketing see tremendous benefits. With 75% of fully aligned companies meeting their goals to a great extent, and 91% successfully reaching their buying groups, the value of alignment cannot be overstated. Achieving this level of collaboration takes effort, but the rewards—better leads, higher satisfaction, and improved performance—make it well worth the investment.
For companies struggling with alignment, the path forward is clear. By focusing on unified goals, improving communication, and leveraging integrated technology, businesses can unlock the full potential of their sales and marketing teams—leading to more effective lead generation, higher revenue, and sustainable growth.
