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Are Your Sales and Marketing Teams Aligned?

Are Your Sales and Marketing Teams Aligned?The data has been tallied, and the results are in. Hubspot’s 2016 State of Inbound Report surveyed over 4,500 participants from around the globe to better understand current marketing practices.

In the report, Hubspot discussed the importance of the relationship between the sales and marketing teams and reported only 22% of companies identify with having their teams tightly aligned.

The majority—a whopping 44%— felt as if their marketing and sales teams were only “generally aligned.” The rest identified with “rarely aligned” (14%) and misaligned (11%). 

Why is this Significant?

Companies commonly think if they have a strong marketing and sales team, revenue will inevitably follow. While having strong teams is important, the unity between the two departments will optimize your business results.

Hubspot’s writer Emma Brudner reports “The handshake between sales and marketing tends to produce the most measurable results.” When departments are not collaborating, opportunities and leads can be missed.


Smarketing”— a term dubbed by Hubspot refers to the relationship between the marketing and sales teams. Smarketing encourages both teams to work closely together through open communication, metrics (lead flows, close rates, etc.), feedback, and software.

The goal of smarketing is to decrease conflict while increasing results.

Smarketing Service Level Agreement

Creating a Sales and Marketing Service Level Agreement (SLA) is the first step in building a successful smarketing relationship. When creating an SLA, both teams should be open to discussing sales figures, long and short-term goals, and their plans of action.

A proper SLA will bring both departments together on the same page, but also allow them to operate separately.

For an SLA relationship to be successful and mutually beneficial, the departments must delegate who is responsible for what. Having tangible, concrete goals for each department and assigning firm job roles will ensure maximum results. This agreement allows you to pinpoint where errors occur (if necessary) and hold each department accountable for their self-imposed goals.

Inbound Marketing

Inbound marketing gives both the sales and the marketing department a greater chance of success. Inbound marketing allows the marketing team to produce stronger leads for the sales department. Inbound marketing allows the prospect to approach the business first and allows marketers to convey their product without being intrusive.

A large part of why inbound marketing is so successful is because it incorporates the buyer’s journey, the process a buyer goes through when making a purchase decision.  Determining which stage a prospect is in—awareness, consideration, or decision— is crucial to the sales team because each stage requires a different and careful approach.

Combining Inbound Marketing and SLA

Having Inbound marketing along with a Sales and Marketing Service Level Agreement is the most powerful combination a business can have. Emma Brudner writes “Inbound organizations with SLAs are over five times as likely to rate their marketing strategy as effective compared to outbound organizations with misaligned marketing and sales teams.” Practiced together, your business can achieve its maximum potential.



Do your sales and marketing teams work together to achieve better results? Let us know in the comments below.



For more information about how your marketing and sales teams can work together to maximize productivity and revenue, download our eBook "3 Revenue Growth Opportunities Your Business May Be Missing."



3 Revenue Growth Opportunities Your Business May Be Missing 

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