The only way to resolve tensions between sales and marketing and align both teams is by setting common goals. Both teams should be focused on the same objectives. Marketing, being part of revenue operations, shares the same mission as the sales team—generating revenue. For example, you could adjust the KPIs for your marketing team. Instead of focusing solely on MQLs, they should also be measured on the amount of generated pipeline in dollars. This shift in focus changes everything. Additionally, regular meetings between both teams and a strong feedback loop can help maintain alignment.

je commencerais par organiser des réunions régulières pour partager les objectifs et les stratégies de chaque côté, en veillant à ce que les équipes soient sur la même longueur d’onde. J’instaurerais un processus de collaboration étroit où les équipes marketing fournissent des insights sur les campagnes et les performances des leads, tandis que l’équipe de vente communique les retours sur la qualité des prospects. En utilisant des outils de CRM partagés, nous pourrions suivre en temps réel les performances des campagnes et ajuster les stratégies en conséquence.

In Sales Operations, aligning lead generation efforts with the marketing team can be challenging when there's a disconnect in goals, priorities, or communication. To bridge this gap, it's essential to establish clear, shared objectives and open lines of communication. Regular collaboration meetings, synchronized KPIs, and leveraging data insights can ensure both teams are on the same page, driving a unified approach to lead generation that maximizes efficiency and impact.