Navigating Sales and Marketing Alignment Challenges

What’s up everyone, today we have the pleasure of sitting down with Rutger Katz, GTM Operations Consultant.

Summary: Rutger helps us cut through the fluff of Lean methodology in marketing and how to spot when process gets in the way of efficiency. His advice is to cut out the waste—whether in your process, your tech stack, or how you measure success. Focus on what drives conversions, keep your systems lean, and use simple structures to maintain speed without sacrificing alignment. We also tackle tech debt and how a top-layer AI interface could simplify the case for a composable martech stack.

About Rutger

• Rutger started his career in Neuroscience as a virtual reality developer at two different public research universities to study bodily illusions in VR
• As the VR industry was quite immature at the time he pivoted to martech consulting, where he would spend 12 years working with different technology consulting firms getting a breadth of experience across marketing operations, martech, customer data and go-to-market across a variety of clients including Unilever where he focused on social analytics
• And last year Rutger decided to go out on his own as a GTM Operations Consultant and recently launched NEON Triforce, a boutique consultancy focused on optimizing GTM for B2B scale-ups
• He also recently joined The Martech Weekly as Content Lead for EU & UK organizing their first event in London.

Lean Marketing in Practice

Lean marketing is all about eliminating waste and doubling down on what truly matters. Rutger emphasizes that no matter the size of the company, from a startup to an enterprise, inefficiencies always creep in. These processes—whether learned from someone else or ingrained as “the way things are done”—often aren’t optimal. Lean seeks to strip down these ingrained habits, perfecting the path to deliver value to customers.

Rutger highlights that lean marketing goes beyond just being "efficient." It is about understanding how every action connects back to the entire organization. The real challenge is aligning marketing efforts with revenue-driving KPIs, rather than fixating on vanity metrics like page views or social media follows. For Rutger, Lean is about cutting through those superficial measures to ensure that marketing impacts the business holistically.

What makes lean particularly valuable is that it doesn't stop at marketing. Rutger explains that Lean should apply to your entire go-to-market strategy. This means assessing not just how marketing operates but how it interlocks with sales, customer success, and even product development. It's about delivering maximum value to the customer while ensuring that the organization operates as efficiently as possible in providing that value.

Lean marketing is not a standalone function—it’s a way to optimize the whole organization. When done right, it leads to higher customer satisfaction, longer-term retention, and ultimately, a more streamlined business. For Rutger, this is where the real impact of Lean lies—not just in marketing efficiencies but in enhancing the customer experience across every touchpoint.

Key takeaway: Lean marketing is about focusing on what truly drives value. It's not just about marketing—it's about creating efficiency across your entire go-to-market approach, from sales to customer success, all while tying back to key business metrics.

Solving Inefficiencies in Sales and Marketing Alignment

When asked about real-world applications of lean methodologies, Rutger didn’t hesitate to dig into a common yet overlooked issue: the disconnect between sales and marketing. In his experience, CMOs often claim that everything is running smoothly. But when the conversation shifts towards collaboration with sales, the cracks begin to show. One CMO even mentioned that their sales team requested fewer leads, as they were overwhelmed by the volume. Others spoke of back-and-forth frustrations trying to sync efforts between both departments.

For Rutger, the root of inefficiency often comes at the handoff between marketing and sales. He explained that marketing teams frequently misinterpret sales-qualified leads (SQLs), sending what they define as SQLs but which sales deems unqualified. This misalignment creates friction, wasting time and resources on both sides. To fix this, Rutger advocates stepping back from just marketing processes and focusing on sales first. Understanding sales capacity and needs becomes essential to deliver the right leads at the right time.

A critical step in this process is optimizing for sales’ actual conversion capacity. Rutger highlights that if sales needs to convert 100 leads per month, with a 5% conversion rate, marketing needs to deliver 20 times that amount—2,000 SQLs. He stressed the importance of timely response, pointing out that conversion rates jump by 40% when sales follows up with a lead within 10 minutes. Aligning on this kind of data helps both teams work more effectively toward shared goals.

Rutger also urged teams to reevaluate the quality and cost-effectiveness of their campaigns. While campaigns may generate leads, some are far too costly or inefficient, with payback times stretching out to three or four years. Google paid accounts, for example, are notoriously expensive, yet still widely used, particularly in larger organizations. For Rutger, focusing on the most effective campaigns, while pruning inefficient ones, is key to driving sustainable growth.

Key takeaway: Marketing and sales alignment is critical for driving efficiency. Understanding sales capacity, optimizing lead delivery, and focusing on high-converting campaigns can reduce friction, improve collaboration, and significantly increase conversion rates.

Tackling Tech Debt and Building a Lean Martech Stack

When asked about navigating the complexities of consolidating a tech stack, Rutger didn’t mince words: aligning stakeholders across IT, marketing, and sales is often more political than it is technical. Large enterprises, in particular, face daunting hurdles when trying to scale back on overlapping tools. Rutger noted that the desire to build a “Frankenstack”—a collection of fragmented technologies—comes from every department wanting its own ideal solution. As a result, the journey to a leaner tech stack can seem like a never-ending project.

Rutger’s approach starts with identifying the biggest redundancies. While some overlap is by design, like when one product offers a superior feature, the challenge is to minimize overlap where it's unnecessary. In some cases, up to 60% of a company’s tools perform redundant functions. His advice: focus first on those areas where feature overlap is significant, perhaps 90% or more, and tackle these redundancies gradually. Start small, prioritize high-cost inefficiencies, and avoid a complete tech overhaul in one go.

Another common issue Rutger raised is "shadow IT"—the tools that departments purchase without full organizational knowledge or alignment. Marketing might opt for a quick-fix solution, or sales might buy something that works for them but doesn't integrate with other systems. These rogue tools further complicate efforts to streamline technology, making the case for better communication across departments.

One of Rutger's key strategies is calculating the cost of maintaining outdated systems against the cost of migration. In legacy-heavy sectors like insurance and banking, this is critical. His pragmatic approach weighs the resources, time, and potential revenue impact of migrations. With the rise of AI, Rutger suggests that migration tools could become faster and cheaper, potentially offsetting the costs of restructuring a tech stack. His advice? Keep your options open and l...