and focus on distinct results in the revenue life cycle, but they must collaborate across a series of revenue-generating activities to meet their goals. Alignment is not a status to achieve; it is a continuous path of collaboration.
The following guidance demonstrates specific collaborative activities across a number of strategic fundamentals — processes owned by sales and marketing teams individually — that will lead to revenue growth.The process to determine the go-to-market approach and target audience often falls to marketing alone. They develop personas, understand the market and collect data about buyers and the product. But the sales team has plenty to add to this conversation.
When both teams are measured on their influence on revenue, they can seek results against the same types of metrics. The process requires agreeing on specific shared metrics, how they are reported and where the data is sourced. While marketing needs to measure further into the funnel,