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Sales-Marketing Alignment

Owner: Marketing Lead (Facilitator), Sales Lead, Content Manager (Marketing Execution)
Framework: Revenue Team Model

Core Alignment Mechanism​

Bi-weekly Revenue Team Meeting is where alignment happens.

Standing Agenda:

  1. Sales shares: Buyer questions, objections, what prospects are asking
  2. Content/Marketing report: Content performance, what's working in Assignment Selling
  3. Team plans: Editorial calendar based on sales intel
  4. Sales reports: Pipeline review, where deals stall
  5. Marketing reports: Marketing metrics (leads, CAC, attribution)
  6. Team aligns: Action items for next 2 weeks

See: Revenue Team Model for complete framework

Shared Goals & Handoffs​

Shared Metrics​

  • Total qualified leads (both own this number)
  • Lead-to-close conversion rate
  • Average deal size
  • Customer lifetime value
  • Cost per acquisition

Handoff Process​

Lead Flow:

Marketing generates lead
  ↓
CRM capture + nurture (Content Manager)
  ↓
Assignment Selling content (Content/CRM Vendor)
  ↓
Lead qualifies (passes to Sales)
  ↓
Sales continues Assignment Selling
  ↓
Close

Content Flow:

Sales shares buyer question
  ↓
Marketing Lead prioritizes
  ↓
Content Manager writes or Video Producer films
  ↓
Content Manager adds to Assignment Selling library
  ↓
Sales uses with prospects
  ↓
Sales reports what works
  ↓
Repeat

Marketing Makes Sales Look Great​

Marketing provides:

  • Educational content Sales assigns prospects (bio videos, process guides, Big 5 articles)
  • Sales kit materials (Video Producer designs)
  • CRM automation for follow-ups
  • Lead qualification before handoff
  • Data on which content helps close

Sales provides:

  • Real buyer questions and objections → informs content priorities
  • Feedback on which content works → do more of it
  • SME participation in content (appear on camera, provide input)
  • Testimonial coordination with clients

Critical Success Factors​

  1. Meet bi-weekly — non-negotiable rhythm
  2. Sales shares intel — what prospects actually ask
  3. Marketing responds — creates content addressing those questions
  4. Sales uses content — Assignment Selling adoption
  5. Track what works — close rate by content engagement

Common failure: Skipping meetings, creating content in vacuum, sales doesn't use it

Learn More​

Alignment happens through rhythm. Meet bi-weekly, share data, create together, win together.