How to align sales and marketing to achieve total buyer engagement

Factors That Affect The Customer Experience

Decision makers know that sales and marketing teams are the go-to source for acquiring and maintaining customer relationships, and they can accomplish more by working together. While that sounds like it would be obvious, in many cases it’s quite the opposite.

Successfully aligning sales and marketing can be somewhat difficult to achieve in business. We have all heard of it, but few have seen it with their own eyes.

In the customer focused reality, sales and marketing alignment is a pivotal point if companies want to provide a memorable and compelling customer experience. Factors That Affect The Customer Experience: 

  • Lack of communication between sales & marketing teams
  • Outdated or inaccurate content, files & materials
  • Slow or in-existent communication
  • Inconsistent brand and image
  • Lack of Follow-up
  • Untimely and irrelevant interactions

How to Align Sales & Marketing


  • Make communication a priority
  • Seat teams together, physically
  • Agree on the targeted buyer
  • Define what constitutes a lead 
  • Plan and develop content together
  • Ensure that everyone has access to up-to-date materials


  • Provide the right types of content for your audience (Web, PDFs, Videos, Presentations, Interactive HTML5, etc. Discover what is needed by feeling their pain)
  • Multiple touch points - Single source of truth
  • Create a consistent experience
  • Have and adhere to a follow-up process
  • Don’t forget communication