Stop the Tug-of-War:
How to Align Your Sales and Marketing Teams for Explosive Growth
Is the air in your office sometimes thick with a silent (or not-so-silent) battle? On one side, your marketing team, proudly presenting a stack of ‘qualified’ leads. On the other, your sales team, sighing that those leads give them a chill like an overpowered air-conditioning unit in a Baguio hotel on an already chilly Valentines Eve. If this sounds familiar, you’re not alone!
The “war” between sales and marketing departments is an age-old story in many businesses, especially in the B2B SME world here in the Philippines. But, today my goal is to make you see and believe that it doesn’t have to be this way. What if these two vital teams could not only call a truce but actually join forces to become an unstoppable revenue-generating machine?
Here at Get Smarter and Better, we believe passionately that the traditional lines between sales and marketing are not just blurry – they should be erased. Why? Because fundamentally, they’re chasing the same thing: attracting, engaging, converting, and delighting your customers. They’re accountable for the same journey, just perhaps using different tools and focusing on different stages day-to-day.
This article is your practical guide, especially if you’re a managing director or CEO of a small to medium-sized B2B enterprise, on how to align sales and marketing teams. We’ll explore how to combine sales and marketing effectively, make your sales, marketing, and even support teams collaborate, and synergise your sales, marketing, and operations teams for harmonious growth.
Forget asking, “Is marketing more important than sales?” – it’s time to ask, “How can they win, together?”
The Great Divide: Why Do Sales and Marketing Clash Anyway?
Before we can build bridges, we need to understand why the divide exists. It often boils down to a few common culprits:
Different Goals, Different Metrics
Us vs. Them" Mentality
Communication Breakdown
The Blurry Handoff: Where does the role of marketing end and sales begin?
Resource Competition
Imagine this scenario: Your marketing team in Manila launches a brilliant campaign for a new B2B service. They generate 200 leads. But the sales team finds most of these leads are from businesses too small to afford the service, or they’re not the decision-makers. Marketing feels unappreciated; Sales feels their time is wasted. The result? Lost opportunities, wasted ad spend, frustrated teams, and, worst of all, a disjointed experience for potential customers. This isn’t just inefficient; it’s detrimental to your bottom line and your brand’s reputation.
Rethinking the Game:
Marketing & Sales as ONE Revenue Team
My core belief, honed through years of real-world experience with Filipino SMEs, is this: There should be no line between sales and marketing. They are two sides of the same coin, both fundamentally accountable for the entire customer lifecycle:
Awareness
Making sure the right people know you exist.
Engagement
Building interest and providing value.
Conversion
Turning prospects into paying customers.
Loyalty & Advocacy
Keeping customers happy and turning them into fans.
Instead of separate departments often at odds, envision a unified Revenue Team (or “Go-to-Market Team” or, as some call it, “Smarketing”). This team shares the overarching goal of driving sustainable revenue growth. Their individual activities might differ, but their ultimate purpose and accountability are intertwined.
Our Unified Customer Journey - Shared Ownership
This unified view shifts the focus from departmental KPIs to overall business impact. It’s about how sales and marketing work together harmoniously because their success is mutually dependent.
Building Bridges: Practical Strategies for Unifying Sales & Marketing
Alright, let’s get down to the nitty-gritty. How do you actually combine sales and marketing and foster this synergy? Here are practical, actionable strategies, particularly relevant for B2B SMEs:
1.
Shared Goals & Unified Metrics: Speaking the Same Language
The foundation of alignment is shared objectives. Instead of marketing chasing MQLs and sales chasing quotas in isolation, define unified goals that reflect true business growth.
2.
Open Communication & Regular Huddles: The Power of Talking
You can’t align what doesn’t communicate. Establish structured, regular communication channels.
3.
Creating a Single View of the Customer: The Collaborative Customer Journey Map
Both teams need to understand the entire path a customer takes, from an unknown prospect to a loyal advocate. Collaboratively create a digital customer journey map.
4.
Content Co-Creation & Utilization: A Two-Way Street
Content is a powerful alignment tool: Sales Insights Fuel Marketing Content, Marketing Creates Sales Enablement Materials
5.
Technology for Synergy: CRM & Marketing Automation as Your Best Friends
For SMEs, technology doesn’t have to be complex or expensive, but a few key tools are vital.
6.
Unified Leadership & Team Structure: The “How-To” for MDs & CEOs
This is where the leadership of an SME plays a critical role. Here’s how to properly structure your sales and marketing team for synergy.
The Aligned Team
Sales and Marketing Director Reports to CEO forming a synergised “Revenue Council”
Beyond Sales & Marketing: Including Operations & Support for True Synergy
To truly synergise your sales, marketing, and operations teams (and customer support!), the collaborative mindset needs to extend further.
Customer Support Insights
Your support team deals with existing customers daily. Their feedback on product issues, feature requests, or common questions is invaluable for:
- Marketing: To refine messaging and create helpful content.
- Sales: To understand potential upselling opportunities or address concerns proactively.
Operations Delivering on the Promise
The best marketing and sales efforts fall flat if operations can’t deliver what was promised. Ensure operations is aware of promotions, new service features, and sales pipeline expectations so they can manage capacity and maintain quality. Feedback from operations on feasibility and timelines is also crucial for sales and marketing to set realistic expectations.
A cohesive customer experience depends on all these teams working in concert.
Your Action Plan: 7 Steps to End the Sales vs. Marketing War
Feeling overwhelmed? Don’t be. Here’s a practical to-do list to get started on aligning your teams:
Host a Joint "State of the Union" Meeting
Get sales and marketing (and ideally support/ops leaders) in one room. Openly discuss current challenges, perceptions, and a shared desire for better collaboration.
Collaboratively Map Your Ideal Customer Journey
Identify every touchpoint and define who is responsible for what. Make this a visual, shared document.
Define 1-3 Shared Revenue-Focused Goals & KPIs for the Next Quarter
Start simple. What are the most critical numbers both teams can impact together? (Think revenue, qualified lead-to-customer rate).
Schedule Regular (Weekly or Bi-Weekly) "Smarketing" Huddles
Make them mandatory and have a clear agenda focusing on lead review, campaign updates, and market insights.
Review Your Tech Stack
Do you have a CRM that both teams can and do use? If not, explore simple, SME-friendly options. Prioritize data sharing.
Encourage One Cross-Functional Project
Ask marketing and sales to collaborate on creating one piece of sales enablement content (e.g., a new case study or a targeted email sequence for a specific sales challenge).
Lead by Example (This is for you, MDs/CEOs!)
Champion the "One Team" culture. Publicly praise collaboration, facilitate joint problem-solving, and ensure leaders of both functions are aligned with your vision for synergy.
Conclusion: The "Smarter & Better" Way Forward is Together
The “war” between sales and marketing is not an inevitable cost of doing business. It’s a relic of outdated thinking that modern, agile SMEs – especially B2B businesses in the competitive market – simply can’t afford.
By fostering a culture of shared goals, open communication, and mutual respect, you can combine your sales and marketing teams into a powerful, unified force. This isn’t just about making your internal operations smoother; it’s about delivering a more cohesive and compelling experience for your customers, which ultimately leads to increased customer satisfaction, higher conversion rates, and sustainable revenue growth.
Adopting a “Smarter and Better” approach to how these crucial functions operate isn’t just a nice-to-have; it’s essential for thriving. The journey to true sales and marketing alignment might take effort, but the rewards – a more efficient, effective, and harmonious business – are well worth it. Start building those bridges today. Your customers, your teams, and your bottom line will thank you.