Identify what Sales cares about mostKeep the conversation positiveDiscuss alignment in the context of company goals. Outline key steps in the process and who should own themTest your conversation and business case with trusted colleagues and mentorsAdmit to any weaknesses of marketing and its relationship to salesPick the time and a neutral place
Field turnover requires a constant education process and the need for field sales championsMissed revenue targets can often trigger a lapse back to a lower alignment stageBuilding and maintaining trust at the account executive level is a constant challengeReorganizing marketing or sales does not produce alignment; a cultural and structural change doesDon’t underestimate the need for emotional commitment and tenacity on the part of sales and marketingStrong, peer relationship between sales and marketing is a critical success factor