Marketing-sales alignment is the process of uniting both teams around shared objectives, data visibility, and performance accountability. When marketing and sales operate from the same insights and definitions of success, lead management becomes more efficient and communication more consistent.
In B2B demand generation, strong alignment shortens response times, improves conversion rates, and ensures that every interaction moves prospects closer to purchase. However, effective alignment relies on shared dashboards, service level agreements (SLAs), and regular feedback loops that keep both teams focused on revenue outcomes rather than departmental metrics.