Sales and marketing alignment: It’s not about buzzwords. It’s about relationships.

If you’ve ever rolled your eyes at yet another article about “sales and marketing alignment,” I get it. It’s a phrase that gets thrown around a lot, but rarely explored in a way that actually helps you make it happen.

That’s why I loved sitting down with Kristin Allaben to talk about what alignment really looks like, and how to build it in a way that drives results, builds relationships, and yes, even how to have a little fun along the way.

Alignment = financial success

Here’s the simple truth: Sales and marketing must be aligned if your organization wants financial success. I don’t mean “nice-to-have alignment” or “we’ll try our best.” I mean clear, coordinated, measurable alignment that drives revenue and growth.

Sure, there are outliers, like the companies that thrive with minimal marketing, but for the vast majority of organizations, you need both teams firing on all cylinders. That requires more than lip service. It needs shared goals, metrics, and respect.

Why alignment feels impossible

Truth time: If alignment were easy, everyone would do it. In my experience, there are a few reasons it feels so hard:

1. Structural challenges – Sales and marketing often report to different leaders. If your CMO and CRO aren’t aligned, the teams won’t be either.

2. Personality dynamics – Add human egos and personal politics to the mix, and coordination can feel like navigating a minefield.

3. Cultural gaps – Even when the structure is right, the teams need real, on-the-ground relationships. Meetings alone won’t bridge the divide.

   
   

So what do you do? Get curious. Ask questions. And show up—not just in meetings, but in the moments where relationships are formed.

Small, practical steps to build alignment

One of the things Kristin and I dug into is how marketers can actually connect with sales in ways that move the needle. Here are some of my go-to strategies:

• Be present in sales meetings: Attend QBRs (quarterly business reviews), sales kickoffs, and pipeline check-ins. You’ll gain insight into the pressures sales reps face and recognize where and how marketing can help.

• Ask smart questions: When talking to sales, ask, “Why do you win?” and “Why do you lose?” You don’t need to have all the answers. Your goal is to listen, understand, and collaborate.

• Socialize with purpose: Relationships are built outside of Zoom. A coffee, lunch, or yes, a cocktail, goes a long way toward trust and mutual respect.

  
  

And also important to note is C-level coordination. If you’re a CMO or CRO, meet regularly with your counterparts. Even if you report to different leaders, aligning strategy at the top cascades down. 

These steps aren’t complicated, but they require intention. Here are some of the ways that marketers can unintentionally block their own progress, and how to overcome them.

1. Stereotypes exist, but you don’t have to be one

Salespeople sometimes stereotype marketers as disconnected or self-serving. Marketers may think sales only care about their own numbers. And yes, some of these stereotypes are rooted in reality, but you don’t have to be a stereotype.

Stick with the salespeople who want to work with marketing, and focus on showing up consistently. Build relationships and provide real value, and suddenly, those stereotypes start to fade.

2. Overcome imposter syndrome with questions

Many marketers hesitate to reach out to sales out of fear. I’ve heard people say things like, “I don’t know enough,” or “I’m not senior enough to ask that.” My advice? Ask the questions anyway.

You were hired for a reason. Someone believed you could do the job. And the best way to succeed is to be curious, ask questions, and truly understand the world of sales. The only way to really grasp the pressures, the process, and the people is to ask questions and get real answers.

Use tools, like AI, to help you ask the right questions, prepare for meetings, and even role-play scenarios. There is no excuse not to get smarter about what success really looks like in your organization.

3. Be human 

Finally, never underestimate the power of being human. People remember kindness, curiosity, and authenticity. Learn about their kids and their hobbies, and ask for their vacation stories. Take notes. Remember names. Laugh together. Build friendships.

These connections make the work easier, the collaboration smoother, and the results stronger. Because when people like each other, they want to help each other win.

Parting advice to make sales and marketing work together

For marketers looking to bridge the gap with sales and grow their careers:

• Be a constant learner. Be curious about sales, your organization, and your ecosystem. Ask questions to ensure you really understand the “why” behind every yes and every no.

• Show up consistently and intentionally. Whether in-person or virtual, be totally present for meetings, social events, and QBRs.

• Build human connections. Remember names, stories, and experiences.

  
  

Sales and marketing alignment isn’t a buzzword. It’s a practice. It’s messy and often hard to get just right, but when you do, it works. And when it works, the ROI isn’t just numbers on a spreadsheet. It’s relationships, respect, and real results.

Much love,

Gayle