Aligning Sales and Marketing

Sales is having one conversation. Marketing is having another. That disconnect costs you leads, revenue, and momentum. Aligning your sales and marketing teams isn't just a feel-good idea, it's a growth strategy.

At Deep Varnish, this is one of the first places we start. Before we build campaigns, we talk to both sales and marketing to uncover what's really happening. We ask better questions, look for answers in places others overlook, and use what we find to guide everything from messaging to lead capture.

Step 1: Define the Goal

Start with the big picture. What are you actually trying to accomplish? Is it more qualified leads? Higher conversions? Shorter sales cycles? Before you argue over messaging or lead quality, make sure your teams agree on the outcome you're chasing.

Without alignment around business goals, it's easy for sales and marketing to get stuck in blame cycles. Shared goals keep everyone moving in the same direction.

Step 2: Understand the Hand-Off

When does a lead officially move from marketing to sales? And what information does sales need to take the next step? Most misalignment happens here. Marketing thinks they delivered a great lead. Sales thinks it's a waste of time.

Fix the hand-off. Map out what qualifies as a lead, what info should be included, and how the transition happens. Then revisit it regularly.

Step 3: Capture Sales Team Insights

Your sales team talks to customers every day. They hear what’s working, what’s confusing, and what questions come up the most. That’s gold for marketers. But too often, it never gets used.

When we work with clients, we make it a point to get those insights early. The patterns we spot become inputs for content, ad copy, landing pages, and more.

Step 4: Close the Feedback Loop

What happens after a campaign launches? Does sales hear about it? Do they know how it performed? Too many teams launch and move on.

Marketing should follow up with sales. What kind of leads came in? What questions did they ask? Did they convert? That kind of real-time feedback helps improve everything.

Final Thoughts

When sales and marketing align, your entire customer experience gets better. You generate leads that convert. You build messaging that resonates. You spend less time fixing misfires and more time building momentum.

If your teams are working in silos or your messaging isn’t connecting, let’s talk. Deep Varnish helps organizations bridge the gap and build strategies that drive real growth.