Marketing Ideas

How to align marketing and sales objectives?

The marketing and sales objectives are the same and aligned can generate excellent results for companies. Marketing and sales are equally responsible for the revenues of a company, however, many still make the mistake of treating these two areas as independent departments, or even as enemies.

The lack of integration and the conflicts generated between the two have already been proven too damaging to organizational health, and that is why, in recent years, companies are investing in different actions so that both speak in the same language and work in tune

After all, the marketing and sales objectives are the same, and aligned can generate excellent results for companies.

In the post we share today, we will talk more about this integration. Let’s move on!

Why align marketing and sales objectives?

marketing and sales objectives

While working on broader marketing strategies such as strengthening the brand, customer prospecting and generating leads, sales focus much of its efforts on the conversion.

Thus, the two areas develop their activities based on different perspectives, but ultimately the purpose is usually the same: increase the income of a company. Hence the need to align their objectives.

In practice, the marketing team attracts potential clients so that the sales team closes the business, which makes the two directly dependent on each other to achieve their goals.

Therefore, marketing and sales strategies are not exclusive or disintegrated and individual areas. These are departments that travel different paths, but that aim to reach the same destination. And not only that, but they complement each other fundamentally in the achievement of their objectives.

This recognition by companies has led to the emergence of a technique of alignment of the two areas, also known as smarketing.

What losses are there when they are not integrated?

The disunity of marketing and sales can result in the reduction of profits and, in extreme cases, in the bankruptcy of a business. There is nothing worse for a company than departments managing individual actions, once the disinformation and lack of dialogue compromise the final result – the income.

Lack of integration can make marketing and sales apply basic definitions, terms and process each in their own way.

Imagine if, for each of these questions, the two departments had different answers:

  • What defines a qualified lead?
  • Who is the buyer business person?
  • How is the customer’s shopping day?

You see the confusion this can cause, right?

Therefore, when it comes to generating business, it becomes essential that the two departments involved work based on the same principles and concepts, thus avoiding the failure of their actions.

Another factor caused by the disintegration is the rivalry and competition nourished by the separation of both departments. In many cases, we see sales teams that refer to marketing as the team whose only role is to create publications on social networks and banners, while marketing considers the sales team to be unfit and disorganized.

This type of vision causes conflicts and discomforts at the organizational level, compromising the quality of work and consequently the income generated.

What successful practices can be applied?

You have understood the importance of aligning marketing and sales teams but, surely, the question has arisen: how to make this real and tangible?

There is a series of practices that minimize conflicts between the two departments and make both invest their efforts together in what is really relevant: close more business.

Here we share some of them, join us:


The term SLA means Service Level Agreement, which can be translated by the Service Level Agreement. It is a contract between one or more areas that establish in writing responsibilities, deadlines, metrics and goals that will be shared among all the collaborators involved in the process.

In marketing and sales, the SLA serves to detail the objectives and results that will be delivered, as well as the actions that both departments will perform to support their work.

With the help of this document, each area knows exactly what to do and what expectations to have over others.

Well-defined metrics and goals

To achieve alignment of marketing and sales objectives, it is very important to define common goals and metrics. This means determining realistic goals and metrics that make sense for the two teams, considering the impact each one has on them.

For it to work, communication between the two areas must be dynamic and frequent. In this way, it will be easier to understand the challenges faced by each one and how they can collaborate with each other, with complementary and positive goals, to achieve the expected results.

The definition of metrics also requires a regular dialogue, with meetings and reports covering the exchange of data collected, relevant numbers for both areas, such as leads generated, conversions made, cancellations and everything else that is relevant for the development of strategies and actions.

Lead qualification

Much of the marketing effort is oriented to the deep knowledge of the target audience. At last, one of its main objectives is to attract the largest number of potential customers. This knowledge allows to carry out specific actions to hook this profile of people.

Marketing works on the relationship and nutrition of leads until they are mature and ready to buy. Then the sales team comes into action, making them walk through the sales funnel later.

For this process to work there must be assertive communication and monitoring of marketing and sales processes, making it essential that these two areas are linked, exchanging information and determining together what defines a lead as qualified and how it is possible to further optimize the qualification to guarantee the success of the sales.

At this point, it is worth highlighting the use of tools such as a CRM (client management software) that allows centralizing all customer information in one place in an organized and accessible manner by both teams.

Generation of contents

The contents produced by the marketing team are responsible for the organic attraction of potential customers. Thus, the creation of this material depends on the analysis of different factors, such as the identification of the consumer’s needs, their habits, problems and objections.

Many times, the way to identify these characteristics is by communicating directly with the client, and who does this better than the sales team?

Sales can collaborate in the production of content by providing information acquired during communication with consumers. They can even collect feedbacks on the contents already produced and which led to the conversion of the lead.

This type of information can yield valuable insights for the marketing team resulting, of course, in more business opportunities for sales.


As you have seen in this post, aligning the marketing and sales objectives has a great weight in the ROI of the companies. Only the union of the departments can guarantee success since both depend strictly on each other to reach their goals.

Marketing and sales are not rival areas but a compliment. For that reason, it is necessary to deconstruct the antagonism and educate them to recognize the value of each and the difference they can make by working together.

Communication is the great secret of this process. Exchange information and define responsibilities with the help of the SLA, share goals and clear, objective and transparent metrics, jointly develop the qualification of leads and generation of content, are some ways to strengthen the union of these departments.

Dialogue and collaboration are key elements in making the relationship between marketing and sales healthy and successful.

I hope you have understood a little better how to align the marketing and sales objectives. Now get to work! Do not forget to come back here and tell us how the initiative has gone to put these tips in motion! Until next time!

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