How to fix GTM disconnects with sales teams

“I’m going to use this sales deck exactly as my marketing team made it” – no AE ever. I know I didn’t use the marketing talk track 100% of the time when I was an AE, and I’m sure your AEs aren’t doing this either. AEs just want to connect with their buyer and show how the product wins 𝘧𝘰𝘳 𝘵𝘩���𝘮. They’re not worried about the script. They’re trying to find the best use cases for 𝘵𝘩𝘦𝘪𝘳 𝘣𝘶𝘺𝘦𝘳. Use cases make the sale personal. They help buyers qualify themselves – whether in a call or on your website. Zach Roberts 💀 saw use cases as an opportunity and built Scope & Sequence to help B2B companies define and launch use case pages. To help marketing teams find the best ones to highlight. And give sales teams the ammo to connect with their buyers. Today, Zach's launching his Ultimate Use Case Playbook. It's on his profile, and it's free. It includes tactical tips from his years of experience as an AE and PMM. (And if you want to see more, book a call with Zach and tell him I sent you 😉 )

Marketing teams should be stealing from sales teams. They’re sitting on something marketers almost never see. Their best ideas. Their sharpest insights. If you’re not talking to sales, you’re not doing your job. They know which objections kill deals. They know what buyers actually care about. So serve sales… by stealing from them. Then watch what happens to the pipeline.

The biggest gap between sales and marketing? The handoff. Marketing says, “These are qualified.” Sales says, “They’re not ready.” Momentum dies. Messaging changes. Buyers feel friction. The fix is to bridge the gap. Agree on what “qualified” means. Align the process after the handoff. And keep the story consistent across every touchpoint. That’s when alignment turns into results.

5 partner marketing plays that actually work: 1. Joint customer webinars (not vendor pitches) 2. Co-created implementation guides (real value) 3. Partner-led customer intros (warm handoffs) 4. Integrated case studies (both solutions featured) 5. Co-selling battle cards (enable the field) The pattern? They help customers, not just promote partnerships. Partner marketing that serves customers drives revenue. Partner marketing that serves partnerships drives... nothing.

Smarketing: how to make #sales and #marketing alignment work for you? 1)Shared resources, #knowledge and #insights 2)Pursuing mutual #goals 3)Agreement on what constitutes a qualified lead 4)A better atmosphere in the workplace 5)A well-defined strategy 6)Continuity and consistency for the customer Do you Agree??

Let's talk about four ways your marketing and sales should be aligned. 1. Your marketers should shadow sales as a part of their onboarding. 2. Sales leadership should be involved at the planning stage of your campaigns. 3. Campaign optimization should be built on sales feedback. 4. Your marketing strategy should include step-by-step instructions for whern and how sales can use marketing deliverables. When you clarify the customer journey together, you create a mutual understanding that is critical for success. Sales is so close to the customer journey. You have to be prepared to work together - marketing promises to send quality content based on sales feedback, and sales promises to actually use the content. Team work, as it turns out, really does make the dream work.

Initiatives in 7 slides - the problem, the fix, and what it looks like in practice. Save and share with your Product Marketing lead. Read more here --> https://lnkd.in/eG8wnDuZ #Sales #Enablement #ProductMarketing #RevOps

Sales leaders: what would make marketing leads actually useful? I'll go first: ✗ 'Someone downloaded our whitepaper' ✓ 'Someone from Industrial Company with $125,000 budget is researching [solution] right now' ✗ 'Here's 100 MQLs' ✓ 'Here are 10 companies that match your ICP and showed buying intent' ✗ 'Our website traffic is up 40%' ✓ 'We generated 15 sales conversations with qualified buyers' Marketing should make selling easier, not create more work.

Marketing and Sales in one picture 🎬 It’s funny but it also highlights a real challenge. 👉 Too often, campaigns are launched without clear alignment on goals, messaging, or how Sales will use the leads. When Marketing & Sales sync up, campaigns don’t just bring in numbers — they bring in revenue 🚀 How do you make sure your teams stay aligned? 💬🔽 #digitalmarketing #sales #b2bmarketing

Quick reflection from a recent meeting where the sales director wasn’t exactly a fan of marketing: “Sales close deals. Marketing costs money.”
 That was the loudly (un)spoken truth in the room. While I didn’t agree, I understood where he was coming from. We marketers don’t always make it easy for others to see the impact of what we do. So to get the marketing plan approved, including the support of the sales team, I reframed everything in the language of the sales director (I knew this could happen so I had slides with a different wording): - Campaigns → Sales tools - MQL → Sales pipeline - Brand awareness → Customer preference - Brand building → Market access - Content → Pipeline support materiaL That small shift moved the conversation from "defending the plan" to "building it together" and something sales suddenly wanted to be part of. Everyone says marketing and sales should align and the first step can be as easy as aligning our language.