Strategy Planning
Align Sales and Marketing Goals
Expose funnel friction and handoff gaps so growth teams work from shared views
Problem
Marketing and sales often share growth goals but work from different definitions, data, and assumptions. The result is friction around lead quality, follow-up timing, funnel ownership, and what success actually looks like. Customers receive inconsistent experiences, pipeline slows, and teams spend too much time debating performance instead of improving it.
Solution
AI maps performance from first touch through conversion and highlights where handoffs, follow-up, or qualification break down. Both teams get a shared view of quality, timing, and accountability. That reduces guesswork, improves coordination, and helps growth teams act on the same facts instead of conflicting interpretations.
Capabilities
- Map full funnel conversion rates by source and segment
- Identify where qualified leads stall or go dark
- Score lead quality against closed-won patterns
- Align MQL/SQL definitions with shared data
- Generate joint performance dashboards for both teams
Benefits
- Replace the blame cycle with shared visibility into where funnel performance breaks down.
- Give sales and marketing a common data language that enables constructive dialogue.
- Drive measurable pipeline improvement by fixing the specific friction points the data reveals.
Timeline
Funnel audit complete, data connected across CRM and marketing automation, conversion waterfall analysis delivered
Shared definitions agreed and implemented, MQL/SQL scoring updated, joint dashboard live
First 90 day performance cycle measured against new model, alignment improvements and pipeline impact quantified
Data Requirements
- CRM pipeline data from lead creation to closed-won / closed-lost
- Marketing automation engagement data by contact and campaign
- Lead source and attribution data across all marketing channels
- Sales activity data (calls, emails, meetings by opportunity)
- Time to follow-up and lead age data from CRM
- Revenue and quota attainment data by rep and team
Integration Points
- CRM (Salesforce, HubSpot)
- Marketing automation (Marketo, Pardot, HubSpot)
- Revenue intelligence (Gong, Clari, Chorus)
- BI / reporting dashboard (Tableau, Looker, Power BI)
- Conversation intelligence (Gong, Salesloft)
Team Requirements
- CMO and VP Sales (joint executive sponsors, both must be involved)
- RevOps or Marketing Ops lead (data integration and model build)
- Data analyst (funnel analysis and dashboard development)
- Demand gen manager (campaign and lead quality improvement)
- Sales enablement (rep adoption and follow-up process design)