Sales Process
Align Marketing and Sales in B2B
Marketing says sales ignores leads; sales says leads are poor. Learn how a service level agreement can resolve the conflict.
By Roberto Monticelli Wydra, Founder & Industrial Marketing Strategist
Direct answer
Marketing and sales alignment (Smarketing) starts when both teams sign a service level agreement (SLA). It defines a qualified lead (MQL) by role, industry, and intent, plus sales commitments for response time and feedback. Measure marketing by opportunities generated and their potential revenue, not total leads. Hold sales accountable for contacting leads quickly and recording lost deal reasons in the CRM.
Put the SLA into Practice
Replace subjective definitions with clear commitments: “Marketing delivers 50 MQLs per month matching industry X. Sales contacts each lead within four business hours and makes five contact attempts before disqualifying it.”
Hold a Biweekly Feedback Meeting
Don’t wait until month-end to find out a campaign attracted the wrong audience. Every 15 days, review rejected leads together and ask, “Why wasn’t this lead a fit?” If the answer is “the company was too small,” marketing can adjust the ICP in its ads.
Make the CRM the Source of Truth
If it is not in the CRM, it did not happen. Marketing needs CRM data to see which channels generate sales. Sales needs the marketing history to know what a lead consumed before the conversation.
Quick questions
Should marketing earn sales commission?
Yes. Tying a marketing bonus to revenue generated is the best way to focus the team on quality instead of volume.
Who decides what makes a good lead?
Both teams, based on the history of customers who buy. Sales brings field experience; marketing brings market data.
How do we get sales to fill in the CRM?
Make it easy. Use automation to fill in basic data. Then set a clear rule: “No CRM record, no commission.”
Why does sales say a lead is poor?
Often the lead was not ready yet (it was at the top of the funnel), or its profile missed the ICP. A diagnosis identifies the cause.
How long does alignment take?
Changing team habits takes time. With the right routines, meetings, and an SLA, the difference is visible in three months.
Next step
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