The Alignment Gap

"We need more leads." "Sales isn't following up." Sound familiar? These are symptoms of a deeper problem: sales and marketing misalignment. When teams don’t align, leads get lost, pipeline slows, and revenue suffers.

Let’s explore how B2B teams can finally close the gap—and turn leads into revenue.

Step 1: Set Shared Goals and KPIs

Most teams measure success differently. Marketing tracks MQLs. Sales wants closed deals. That disconnect leads to frustration.

Solution:
Create a joint KPI framework. Agree on key metrics like SQL rate, pipeline value, and conversion velocity. Aligning on goals ensures everyone is moving in the same direction.

Tip: Use shared scorecards and dashboards to visualize progress and accountability.

Step 2: Define Handoffs and SLAs

What happens when a lead is generated? If your answer is "it depends," you're in trouble.

Solution:
Document your lead handoff process. Define when a lead becomes "sales-ready" and what information is needed. Service Level Agreements (SLAs) ensure smooth transitions.

Tip: Hold regular GTM syncs to review handoff quality and make adjustments.

Step 3: Plan Campaigns Together

When marketing runs campaigns without sales input, relevance suffers. Sales may not be ready to follow up, or the messaging may not resonate.

Solution:
Co-create campaign plans. Involve sales early in ideation, messaging, and channel strategy. Shared planning leads to better execution and higher engagement.

Tip: Use a shared campaign calendar to coordinate launches and outreach efforts.

Step 4: Deliver Sales Enablement Content That Works

Most enablement content goes unused. Why? It’s either irrelevant or hard to find.

Solution:
Create sales content reps actually need—battlecards, decks, objection-handling scripts. Get sales feedback before and after launch.

Tip: Track content usage and impact to continuously improve resources.

Step 5: Optimize Together

Alignment isn’t a one-time event. Markets shift, teams evolve, and strategies need updates.

Solution:
Review performance regularly. Use data to identify gaps in the funnel. Run A/B tests and iterate together.

Tip: Monthly GTM syncs and quarterly reviews keep alignment fresh and actionable.

Conclusion: Alignment Drives Revenue

When sales and marketing align, everything flows faster—leads convert, pipeline grows, and revenue follows. It takes work, but the payoff is real.

At PlusFigaro, we help B2B teams unify their GTM efforts with workshops, playbooks, and execution support that bridges the gap.

Ready to align your teams and unlock revenue? Let’s connect.