It’s the process of creating shared strategies, goals, workflows, and systems between sales and marketing teams, so they work together instead of in parallel.
In many B2B organizations, sales and marketing teams work toward the same revenue goals but operate in silos.
That disconnect leads to inconsistent messaging, unclear lead definitions, missed follow-ups, and inefficient handoffs. At Marcel Digital, we help B2B companies bring sales and marketing into true alignment. From shared strategy and lifecycle definitions to integrated platforms and content, we build systems that create consistency, trust, and performance across the entire funnel.
Why Sales-Marketing Alignment Matters
Without alignment, even the best marketing campaigns struggle to deliver revenue, and even the best sales reps waste time chasing unqualified leads. When the two sides aren’t speaking the same language, buyers feel the disconnect, and opportunities stall.
When sales and marketing are united around clear goals, shared data, and a consistent customer journey, they perform better. Together, they create stronger messaging, faster follow-up, and a smoother buyer experience.
Alignment helps you:
- Improve lead quality and conversion rates
- Reduce friction and handoff delays
- Align content and messaging across the funnel
- Unify reporting and performance metrics
- Strengthen internal trust and external brand perception
We help you move from handoffs to handshakes.
The Problems We Solve
If your teams are disconnected, operating off different data, or struggling to convert leads into revenue - we can help.
- Inconsistent definitions of MQLs and SQLs? We create shared lifecycle definitions and lead scoring models based on behavior, intent, and fit.
- Leads are generated but not followed up on? We build workflows, automation, and notification systems to ensure leads are routed properly and acted on quickly.
- Marketing and sales content is disconnected? We align your messaging strategy and build content libraries that support every stage of the buyer journey.
- No shared goals or reporting structure? We define cross-functional KPIs and build reporting frameworks that reflect the entire funnel, not just siloed team metrics.
- Broken handoffs and platform gaps? We integrate your tech stack (HubSpot, Salesforce, marketing automation, CMS, etc.) to create a seamless lead flow from campaign to close.
Our Approach
We go beyond surface-level collaboration. Marcel Digital builds alignment through strategy, technology, and execution, designed for B2B complexity.
1
Funnel & Lifecycle Mapping
We define every stage of the buyer journey and align sales and marketing activities to support each one.
2
Lead Qualification Frameworks
We implement MQL, SQL, and opportunity scoring models that both teams trust based on engagement, firmographics, and behavior.
3
Messaging & Content Alignment
We ensure marketing and sales use consistent, relevant messaging and assets tailored to persona, industry, and stage.
4
Platform Integration
We connect CRMs, marketing automation tools, CMSs, and reporting platforms to ensure data flows cleanly between teams.
5
Performance Reporting & Feedback Loops
We build shared dashboards and recurring workflows to keep both teams aligned, responsive, and continuously improving.
Built for B2B Teams Who Are Tired of Siloed Growth
You can’t scale revenue with disconnected teams and inconsistent processes. Marcel Digital helps you bridge the gap between sales and marketing, so every lead gets nurtured, every message aligns, and every opportunity has a clear path to close.
FAQs
What is sales-marketing alignment?
How does this improve lead quality?
We help define clear criteria for qualified leads and build systems to ensure only the right prospects move forward, saving time and improving conversion rates.
Can you integrate our systems to support alignment?
Yes. We work with HubSpot, Salesforce, Marketo, Pardot, CMSs, and analytics platforms to connect marketing and sales data.
Do you help with content alignment too?
Absolutely. We identify content gaps and build assets that both marketing and sales can use, mapped to the buyer journey.
What if our teams already work well together?
Even strong teams benefit from more structure. We bring clarity to roles, rules, and reporting to eliminate guesswork and increase efficiency.
Ready to get started?
Let’s find the right solution for your business today.