Positioning with April Dunford

How to Create Marketing and Sales Alignment

Sep 28, 2023

The podcast discusses the challenges of aligning marketing and sales teams, including defining a good lead and collaborating on a sales pitch. It highlights the importance of involving the sales team in positioning work, conducting test pitches for feedback, and establishing methodology and structure for effective collaboration.

24:18

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Quick takeaways

Including sales in the positioning process improves marketing and sales alignment by gaining valuable insights and mutual respect.

Collaborative development and testing of the sales pitch between marketing and sales enhances alignment and effectiveness.

Deep dives

The Problem of Marketing and Sales Alignment

Marketing and sales alignment is a prevalent issue in both small and large companies. When marketing and sales don't work well together, it leads to conflicts and negative outcomes. One common issue is the lack of agreement on what constitutes a good lead. Marketing may send leads to sales, but sales often finds them to be of poor quality or not converting into deals. This leads to mutual frustration and decreased trust between the two teams.

Importance of Marketing and Sales Alignment

00:32

Collaboration in Pitch Development

00:33

Introduction

4min

Challenges of Marketing and Sales Alignment

4min

Involving the Sales Team in Positioning

6min

Creating Marketing and Sales Alignment through Test Pitches

6min

Building Methodology and Structure for Collaborative Sales Pitch

3min

Today, I go deep on how to approach aligning your marketing and sales teams. It’s a topic I repeatedly hear most companies struggling with, and I’m excited to discuss the following: