Why Marketing and Sales Alignment Is Harder Than It Should Be

We’ve all heard it before: marketing and sales need to be aligned. In theory, it sounds simple. In practice… well, it’s anything but. Miscommunication, different priorities, and siloed workflows often leave both teams frustrated—and opportunities slipping through the cracks.

I recently had the chance to talk with Andre Lachlan, Sales Director at Splunk, on the Marketing in Progress podcast. His perspective really hit home, because it wasn’t about abstract theories—it was about practical ways to get marketing and sales working together, and actually driving results.

Here’s what stuck with me:

1. Alignment is about consistency, not big meetings 

Long monthly meetings sound productive, but they rarely are. Andre recommends short weekly check-ins—just 15–30 minutes—to clarify priorities, share insights, and prevent miscommunication before it becomes a problem.

2. Quality over quantity 

Marketing loves lead volume. Sales loves conversions. Andre’s advice? Focus on the leads that actually have a chance to convert. It sounds simple, but it’s often overlooked.

3. Small, thoughtful events beat big, impersonal ones 

Big webinars and massive conferences can be flashy—but they rarely build meaningful connections. Small, intimate events allow for real conversations, stronger relationships, and better engagement.

4. Human creativity still wins 

Even with AI tools everywhere, human-first tactics—personalized outreach, thoughtful messaging, creative touches—make a difference. Technology can help, but people drive connections.

5. AI + human insight = a powerful combo 

Andre reminded me that AI is amazing for surfacing insights and optimizing campaigns, but the human element—listening, following up, building relationships—is irreplaceable.

6. Persistence pays off 

It’s rarely the first interaction that wins a deal. Thoughtful, consistent follow-up—without being pushy—turns potential into opportunity.

Why This Matters for You 

Whether you’re a marketer trying to show impact, a sales leader seeking smoother collaboration, or an executive frustrated with silos, these strategies can help. Alignment isn’t complicated—it just requires intentionality, communication, and teamwork.

When marketing and sales truly work together, it doesn’t just feel better—it produces measurable results.

Much love,

Gayle