3 Sales & Marketing Alignment Mistakes That Can Cost You

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3 Sales & Marketing Alignment Mistakes That Can Cost You

What are the top sales and marketing mistakes?

  • Failing to create a Smarketing team
  • Mistake: Not collaborating on content
  • Not collaborating during the sales handoff

If you want to optimize your marketing and sales cycle, then you need these two teams to be aligned.

Ditch those elusive silos, gather together, mumble some kumbayas and get ready for transformation!

Prioritizing sales and marketing alignment will help your business reduce costs and increase growth  – you know, actually meet your business goals each year. Woohoo!



In fact, according to the Aberdeen Group, you can expect a 32% growth in revenue each year if sales and marketing teams are aligned.

So let’s dive into common mistakes your marketing and sales departments are likely to make and how to recover from them.

How To Ditch The Sales vs. Marketing Mindset

1. Mistake: Failing to create a Smarketing team

If your sales and marketing teams are operating in separate silos, your company will inevitably fail. 

Did you hear that? Inevitably fail.

These two vital teams need to collaborate throughout the process in order for the company to achieve its goals and success. 

Think of it as your two hands – in order to grab what you want, they need to work together.

Collaboration between the two is a must for company survival. However, the most successful companies excel by creating synergy between marketing and sales

That’s when the magic happens.

i. So what is “Smarketing,” anyways?

Hubspot defines Smarketing as: 

Smarketing is the process of aligning the sales and marketing teams around common goals within a business or organization, focused on improving revenue.

Smarketing, in simple terms, means that the two crucial functions of your business are working in sync. 

Everyone’s rowing in the same direction – towards your company goals. 

If you’re not collaborating, everyone pulls your resources in different directions, leaving you stuck, frustrated, and not able to achieve your goals. 

ii. Separate goals

When deciding upon company goals, it’s important to understand that the only way to reach them is if EVERY department within your company agrees upon and then works together towards these goals. 

Ideally, you should break your yearly goal into smaller department goals that, together, build towards your one grand goal.

If your sales is focused on hitting the quotas (sell, sell, sell!), but marketing is focused on brand awareness (rather than lead generation), who’s going to feed leads to your sales team? 

Or, if the sales team is focused on closing the deal, but is not thinking about whether the client is a fit for the company or if you can actually deliver ROI, they’re setting your entire company up for failure. 

This approach is short-sighted and builds short-term revenue, but not long-term relationships that will sustain your business, because ultimately, the client was “sold to.” 

The focus was on revenue rather than value your team can actually provide.

iii. Lost sales due to poor communication

To ensure your team is on the same page at all times, over-communicate and do it often. 

Separate meetings mean that one side doesn’t really know what the other is doing, can’t provide feedback or contribute ideas. 

Imagine this:

Judy from Marketing is working on a promotion campaign for your brand-new service, has everyone working on it around the clock – but doesn’t let anyone from the sales know. 

The phone rings, a prospect is interested, but Jim from the sales team has no idea what he’s talking about. Oh, the frustration. And lost sales!

Meetings are an excellent opportunity to analyse the situation from different angles and get the best picture. 

Important Note: 

You’re probably buried in more meetings than you can handle, so don’t do this only to book some time on the calendar. 



Prep ahead, set the agenda, send it to participants so they can start brainstorming solutions. 

After the meeting, assign needed tasks and then stick to the plan!

2. Mistake: Not collaborating on content

Marketing teams often forget how valuable salespeople can be when it comes to creating great content that converts. 

Think about it: They’re the ones talking to your potential customers every single day. They know the questions they ask and their main challenges.

Also, salespeople should be your first “jury” when rolling out new marketing ideas. 

Do they think this will actually help close more sales? If not, how can you alter it so it does? 

Save your company thousands of dollars and invested hours by simply asking for some internal feedback. 

We’ll say it again: over-communicate. 

Make sure your sales team knows exactly what marketing campaigns are being launched and when, so they can properly cater to the leads they receive as a result. 

3. Mistake: Not collaborating during the handoff

Is the work of marketing team done when a lead is converted? 

Is the work of sales team done when there’s a new sale? 

No way, and absolutely not. 

Your teams need to continue working together far beyond this point. And communication and collaboration is crucial during the handoff from sales to marketing, once a client is acquired.

A few questions that are critical to discuss include the following: 

  • What’s the quality of lead that the marketing team is acquiring? 
  • What messages do these leads get from your company? 
  • Will you still be sending your nurturing emails, newsletters and promos once sales hands off the customer?
  • What does the customer experience look like? 
  • What are the steps your company will take to ensure they’re satisfied with the purchase, love the experience and tell others about you? 

Final Thoughts

There’s a lot at stake for your business when you’re acquiring customers. 

But if you make any of these mistakes, you’ll know it RIGHT AWAY. The environment will be more of a sales VS marketing, rather than synergy.

But when you establish the goal of alignment, and the sales and marketing teams can collaborate well and work together, it’ll be like a well-oiled machine that hums along in the background.

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Josh Coffy

Josh has an exhaustive understanding of technology and a creative marketing approach that drives client results. In his free time, Josh does CrossFit and travels with his wife.