Sales & Marketing Alignment Checklist
Shared goals, shared data, shared definitions.
“Sales and marketing misalignment is the most expensive operational problem in SMBs. Both teams work hard; neither wins — and the business bleeds pipeline nobody sees.”
The Insight
Alignment is not a workshop. It's an operating system — shared definitions, shared numbers, shared reviews, shared incentives. Without it, marketing claims 'we generated leads, sales couldn't close them' and sales claims 'marketing brought us junk'. With it, the finger-pointing stops and the revenue compounds.
01
Shared Definitions
Written, specific, agreed. One page, signed by both heads, reviewed quarterly. Without shared definitions, every metric is contestable and every disagreement re-opens the foundation.
02
Shared Goals and Pipeline
03
The Quarterly Closed-Loop Review
Every 90 days: what did we win, what did we lose, why? Without this loop, both teams optimise for their own metrics; with it, both optimise for revenue.
The Takeaway
Definitions. Goals. Data. Reviews. Four artefacts that, done quarterly, turn two competing teams into one revenue engine.
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