Sales-Marketing Alignment refers to the collaboration and coordination between sales and marketing teams to achieve shared revenue goals. Instead of working in silos, both teams align on target audiences, messaging, processes, and success metrics.
When alignment is strong, marketing delivers higher-quality leads, and sales provides feedback that improves future campaigns. This creates a smoother buyer journey, reduces friction, and increases conversion rates across the funnel.
Example:
The marketing team creates a campaign targeting mid-size SaaS companies with a specific pain point. Sales is looped in early, knows the messaging, and has custom decks and follow-ups ready. As leads come in, they’re qualified based on jointly agreed criteria, making handovers seamless and reducing lead waste.