Breaking Barriers: 14 Uncommon Tips for Sales and Marketing Alignment



Discover 14 unconventional and highly effective tips for achieving seamless sales and marketing alignment during times of change. From fostering personal relationships to empowering sales as content creators and adopting agile methodologies, this blog reveals innovative strategies that can break down barriers and drive success in your change management journey. Embrace these unique approaches to foster a culture of collaboration and shared achievement, transcending the traditional norms of sales and marketing alignment.

By Karla Sanders, Engagement Manager at Heinz Marketing

Change management is no cakewalk, and achieving seamless alignment between sales and marketing is an often underestimated challenge. To truly excel in your change management journey, you’ll need a few not-so-common unique tips and best practices up your sleeve. Buckle up; it’s going to be an insightful ride.

Please remember there is no one-size-fits-all strategy when it comes to sales and marketing alignment. Every organization is unique, made up of dozens, hundreds, or thousands of personalities. Creatively navigating sales and marketing relationships can be tricky but it is essential for the success of any organization. Some of the uncommon tips below may not be applicable to your company but you can pick one or two and see if it can help with sales and marketing synergy.


The Power of Personal Relationships

In the world of business, it’s easy to get caught up in emails, analytics, and metrics. Yet, building personal relationships between sales and marketing teams can be the secret sauce for alignment.

Tip 1: Host cross-functional coffee chats. Set up informal sessions where sales and marketing teams can meet, share anecdotes, and discuss common challenges over a cup of coffee. This human touch builds understanding and camaraderie.

Tip 2: Job swap for a day. Allow a member of your marketing team to shadow a salesperson for a day and vice versa. It offers valuable perspective and enhances empathy.

Empower Sales to Be Content Creators

Sales teams have unique insights into customer pain points and objections. Leveraging this knowledge can revolutionize your content strategy.

Tip 3: Sales-generated content. Encourage your sales team to create content, like customer case studies, short videos, or FAQs, based on their interactions with customers. This content is authentic, valuable, and resonates with the target audience.

Tip 4: “Sales Stories” repository. Create a shared repository where the sales team can store real stories of customer interactions, including their challenges and how your product or service solved them. Marketers can use these stories for persuasive, relatable marketing materials.

Reward Alignment, Not Just Individual Performance

Traditionally, employees are rewarded based on individual performance. To foster alignment, you need to shift the focus.

Tip 5: Team-based incentives. Implement incentives or bonuses that are tied to team performance rather than individual accomplishments. This encourages collaboration, shared objectives, and shared success.

Tip 6: Cross-department mentoring. Create a mentoring system where seasoned marketing professionals mentor salespeople and vice versa. This fosters a deeper understanding of each other’s roles and challenges.

Agile Methodologies for Sales and Marketing

While agility is a buzzword, applying agile methodologies to sales and marketing practices can be a game-changer in the context of change management.

Tip 9: Agile stand-up meetings. Borrowing from software development, implement short daily stand-up meetings where sales and marketing teams can discuss priorities, progress, and challenges It to promote transparency and adaptability.

Tip 10: Agile marketing sprints. Instead of long-term marketing plans, break your strategies into sprints with short, focused goals. This allows for quicker adaptation to market changes and keeps both teams aligned with the evolving landscape.

Shatter the Glass Wall Between Sales and Marketing

Sales and marketing alignment isn’t solely about working together; it’s about thinking and acting as one.

Tip 11: Joint strategic planning. Hold regular sessions where sales and marketing teams collaboratively map out strategies, set priorities, and agree on execution plans. This ensures everyone has a say in the roadmap.

Tip 12: Co-locate teams. If possible, place sales and marketing teams in the same physical space. Sharing the same workspace can naturally break down barriers and enhance communication. If teams are working remotely, hosting regular check-in calls will be helpful.  The meeting agenda doesn’t have to be all about work, you can pepper some fun by adding a fun cold open reserved for the first 10 minutes of the call. This way, it allows both teams to get to know each other better and understand each other’s personalities.

The Untapped Potential of Employee Advocacy

In an age where authenticity and trust matter, your own employees can be your best advocates.

Tip 13: Employee-driven advocacy. Encourage your employees, from sales and marketing, to be active advocates for your brand on social media. They can provide unique, authentic insights and help amplify your message.

Tip 14: Cross-team joint webinars. Host webinars where both sales and marketing professionals share their insights and expertise. This not only showcases your collective knowledge but also strengthens alignment.

Closing Thoughts

Navigating change with sales and marketing alignment is a journey that requires creativity, adaptability, and a willingness to explore unconventional strategies. By embracing personal relationships, empowering sales for content creation, changing reward structures, utilizing unconventional tools, applying agile methodologies, and breaking down the glass wall, you can lead your organization to a new level of alignment.

In business, breaking barriers is essential for growth and adaptability, these uncommon tips can be your essential guide. Remember, it’s not just about aligning your teams; it’s about fostering a culture of collaboration, curiosity, and shared success that drives your change management roadmap forward.