Aligning Sales and Marketing Teams

For many businesses and organisations, one of the key challenges is aligning sales and marketing teams, while for some, these departments remain completely separate.

But for companies growing fastest these two disciplines are moving closer together, creating a huge opportunity for business development and growth. When marketing and sales teams unite around a single revenue cycle, there presents a huge opportunity to improve marketing ROI, sales productivity, and ultimately, top-line growth.

Despite both working towards the same end goal, there are a number of key reasons why sales and marketing teams often aren’t aligned:

  • Culture – sales and marketing cultures are often very different, with both teams valuing different things.
  • Targets – different incentives and targets can often be the cause of a divide between the departments.
  • Understanding – a lack of understanding of the role of each team within the organisation is often the biggest obstacle to better alignment of sales and marketing.

Here is our top advice for aligning your sales and marketing departments for success.

Streamline communication

While marketers are used to organising and managing their own channels, sales people are often lone rangers focused on meeting their targets for each month. With this approach, prospects and clients often receive an abundance of information, and occasionally inconsistent messaging, leading to confusion and mixed feelings towards the organisation.

One major step towards uniting the sales and marketing teams is to develop a master company overview that contains everything a prospect or customer may need to know about your services, and circulate this to both teams. By then containing this within both sales and marketing processes, both will be aligned with their communication.

While this may seem like a daunting task to gather all of this information, a well-designed and straightforward presentation is easy to create and can prove invaluable in ensuring that all teams are on the same page when it comes to business communication.

Encourage storytelling

Defining and unifying content will allow both sales and marketing teams to draw from the same pool of information, and using this to tell the company’s story. With this information made easily accessible, both sales and marketing can tell relevant stories to customers and prospects.

Making storytelling a focus of your business narrative builds a natural union between sales and marketing teams, as each will need to draw from the other to build a complete picture.

Educate your teams

In large sales and marketing teams there is often a lot of existing information and assets that could be utilised, although it may not always be easily discoverable.

Teams not knowing what information is available to them is a common problem in organisations where sales and marketing aren’t aligned. Promoting and sharing this information and content is vital in uniting both departments.

With Presentia, content and presentations can be easily shared and updates pushed out to whole teams or individual users. This means that marketing can ensure that all content is on-brand, and up-to-date, whilst sales can be confident that they’re always working with the most recent, relevant content.


Considering that sales and marketing have such a reciprocal relationship and share the same goals by nature, it makes perfect sense that both teams should be aligned.

Using a presentation tool such as Presentia makes this union much simpler, allowing you to work seamlessly to create and share content that supports all needs and goals.

Approaching your communication in this way creates a stronger, more aligned team that are working together to achieve the overall business goals.