Encontrar um ponto em comum entre vendas e marketing é complexo. Isso porque, na maioria das empresas os dois departamentos atuam de forma isolada, com metas diferentes e lideranças diferentes. O primeiro ponto que deve ser ajustado, está relacionado ao fato da meta ser a mesma. Uma área de revenue, sempre deve estar orientada a venda. Claro, outras métricas como por exemplo, leads qualificados, reuniões agendadas, impressões, etc são importes, porém, todo o departamento se sustenta de venda e todos devem se orientar a isso.

Nothing's better that when sales and marketing are aligned. Here's how it can happen. - Hold sessions where both team members can go over respective objectives and match with company goals. - Look through current data points and create shared KPIs. - Launch experiments, apply feedback from both teams and reiterate. This should do.

sales and marketing often feel like they’re on different planets—sales wants leads ready to close, and marketing focuses on building awareness. I’ve been there, caught in the middle. What really helped was sitting down together and getting real about what we both need. We agreed on what makes a lead “ready” and worked on making our messaging consistent so prospects don’t get confused. Marketing gave us tools that actually help us sell, and we gave them feedback on what works in the field. At the end of the day, it’s not about turf wars—it’s about hitting the same goals.

Uniendo ambos departamentos ventas y marketing trabajan juntos, con objetivos comunes. Al final, el verdadero punto en común es el cliente, y ese enfoque compartido es la brújula que los guía.

To align sales prospecting goals with marketing, start by setting shared objectives tied to company goals, like increasing quarterly sales. Collaborate to define an ideal customer profile (ICP) for targeted efforts. Establish regular feedback loops: marketing shares audience insights while sales reports lead quality. Use shared tools like CRM to track progress and optimize processes. Marketing can create sales-driven content (e.g., case studies, guides) to aid prospecting. Track joint KPIs, such as lead quality and conversion rates. Foster communication through meetings or workshops to build trust and synergy. Aligning efforts ensures better results for both teams.

To balance sales prospecting goals with the marketing team's objectives, start by fostering open communication between both teams. Schedule regular meetings to align on target audiences, messaging, and key metrics. Ensure that sales goals are informed by marketing insights and that marketing campaigns support the sales pipeline with relevant content and leads. Collaborate on creating a unified strategy that integrates both prospecting efforts and marketing initiatives, ensuring each team’s efforts complement and reinforce the other. Regularly review progress and adjust tactics based on shared feedback to maintain alignment and achieve mutual success.

Vejo que empresas que não possuem processos de prospecção ativa bem definidos estão deixando dinheiro na mesa. Muito se fala de tráfego pago para captar clientes, mas entendo que existem negócios que só nascem por conta de um vendedor que teve o planejamento, postura e coragem de abordar um potencial cliente, e que através de perguntas pontuais, conseguiu fazer com que o "lead" percebesse o quanto precisa da solução deste vendedor.

For me, sales & marketing have a common ground or a common goal and that is to SELL. When you do the prospecting, the first thing your prospect does when they get your message - They check you out. So if you don't have a top-notch online presence (marketing objective), prospects will not want to meet you (sales objecting).

Marketing usually create the need for the end consumer to use your product.. & through the right tactics you give a push to sales.. But always if the sales personnel is not talented enough the customer can simply go away..