The Most Common Disconnects Between Sales and Marketing and How to Fix Them.
As a marketing leader, I’ve always believed that sales and marketing should operate as one team, yet, all too often, I see these functions locking heads.
While each department has distinct and equally important roles, neither can thrive without the other. Time and time again, I see the same challenges arise, whether they are operational issues or cultural ones.
The Most Common Disconnects
Even though sales and marketing share the same goal of driving revenue and delighting customers, misalignment between the two teams is all too common. When roles, expectations, and processes aren’t clearly defined, misunderstandings can escalate into frustration, missed opportunities, and stalled deals.
Below are some of the most common disconnects I see between sales and marketing:
Unclear roles, responsibilities, and lead definitions
When accountability isn’t defined for each stage of the buyer journey, leads bounce between teams, creating frustration, stalled deals, and tension. Confused definitions of lead quality add to the confusion, as marketing and sales may not agree on which leads are ready to engage.
Slow or inconsistent follow-up and poor communication
Even the best leads can go cold if responses are delayed. Teams working in isolation or without strong communication may fail to share insights about content, campaigns, or prospect behaviour, leading to missed opportunities and wasted effort.
Different KPIs, incentives, and feedback resistance
When marketing is measured on lead volume or engagement and sales is measured on closed deals, collaboration suffers. Weak feedback loops make it harder for teams to learn from each other, and insights may be ignored, further reinforcing misalignment.
Inconsistent messaging and limited understanding of the buyer journey
If marketing campaigns promise one thing while sales delivers another, prospects get confused, trust erodes, and conversions drop. Misunderstanding each other’s challenges or the buyer’s journey further exacerbates the problem.
Over-reliance on tools and lack of shared data
CRMs, dashboards, and automation platforms are helpful, but they can’t replace alignment. Without shared data and reporting, teams may rely on different numbers, fueling finger-pointing and misinformed decisions.
What True Alignment Looks Like
Getting sales and marketing aligned isn’t just a nice-to-have, it’s essential for driving revenue and creating a collaborative, culture. When teams work together effectively, every campaign, and every customer interaction becomes more efficient and impactful.
Here’s what sales and marketing alignment should look like:
Shared definitions, clear ownership, and documented processes
Agree on what constitutes an MQL, SQL, and Opportunity, and define exactly who is responsible at each stage of the buyer journey. Document hand-offs, timelines, and follow-up processes so nothing slips through the cracks and accountability is clear.
Ongoing communication and feedback loops
Regular check-ins and open dialogue ensure both teams stay aligned on lead quality, campaign performance, and conversion bottlenecks. Treat this as a collaborative improvement process rather than a blame session.
Shared goals, incentives, and performance metrics
Measure both teams against common objectives, like pipeline growth or revenue targets. When success is defined collectively, collaboration naturally increases, and everyone wins when the organisation succeeds.
Culture of trust and collaboration
Alignment isn’t just about processes, it’s about people. When teams share language, goals, and ownership, trust replaces blame. Navigating tough moments together and celebrating wins side-by-side turns alignment into momentum and sustainable growth.
To bring this to life, here’s an insight from Guy Wendon, a fractional sales director I work with:
“What Marie highlights so well is that alignment isn’t about process alone, it’s about culture. When sales and marketing share language, goals, and ownership, trust replaces blame, and predictable revenue follows. It’s about getting through the tough moments together.
When sales and marketing work as one team, they share the pressure in the challenging periods and celebrate the wins side-by-side. That’s when the energy shifts from finger-pointing to momentum, and real growth happens.”
The Payoff
When sales and marketing truly function as one coordinated team, aligned on definitions, responsibilities, processes, and shared goals, the result isn’t just smoother operations. It’s:
Predictable revenue growth
Faster deal cycles
A culture of collaboration rather than blame
As Guy points out: “When sales and marketing are aligned, the customer feels it and that’s where the real competitive advantage lies.”
The most successful teams are those that navigate challenges together, celebrate wins together, and share a sense of accountability. That’s where alignment stops being a checklist and starts being a source of energy and growth.
