1. Program Overview

The Sales and Marketing Alignment Program is crafted to eliminate the silos that traditionally exist between sales and marketing departments. As customer expectations evolve and competition intensifies, organizations must ensure these two vital functions operate with shared strategies, unified messaging, and synchronized execution. This program equips participants with practical frameworks, tools, and collaborative models to enhance interdepartmental cooperation, streamline the lead-to-customer journey, and boost overall revenue effectiveness.

Through an interactive approach, the program demonstrates how alignment improves lead quality, shortens sales cycles, increases marketing ROI, and enhances customer satisfaction. Participants will learn to co-create strategies, integrate systems and metrics, and establish shared accountability models that empower both teams to deliver measurable business impact.

2. Training Objectives

By the end of the program, participants will be able to:

• Understand the strategic importance of aligning sales and marketing functions
• Develop integrated customer journey strategies across both teams
• Establish shared goals, KPIs, and performance measurement systems
• Design communication and collaboration frameworks that reduce friction
• Improve lead qualification, handover, and conversion processes
• Align messaging, content, and campaigns to buyer personas and sales stages

3. Target Trainees

• Sales Managers and Sales Executives
• Marketing Managers and Brand Officers
• Business Development Officers
• Key Account Managers
• Product Managers
• Revenue Operations Teams
• Customer Experience Managers

4. Main Discussion Items / Modules

• Module 1: The Business Case for Alignment
• Why alignment matters: costs of misalignment
• The modern buyer journey and its implications
• Industry benchmarks and case examples
• Module 2: Understanding Functional Differences and Shared Value
• Roles, goals, and challenges of each team
• Identifying overlap and interdependencies
• Cultivating a culture of shared responsibility
• Module 3: Shared Metrics, KPIs, and Revenue Goals
• Defining and agreeing on qualified leads (MQLs, SQLs)
• Joint pipeline metrics and dashboards
• ROI-focused reporting for both functions
• Module 4: Lead Generation, Handover, and Nurturing
• Aligning lead generation strategies with sales priorities
• Lead scoring models and qualification frameworks
• SLA (Service Level Agreement) between teams
• Module 5: Messaging, Content, and Campaign Synchronization
• Creating a unified value proposition and buyer persona strategy
• Mapping content to the sales funnel
• Collaborative campaign planning and execution
• Module 6: Systems Integration and Tech Stack Alignment
• CRM, marketing automation, and analytics tools
• Integrating platforms to ensure seamless data flow
• Real-time visibility for both teams
• Module 7: Cross-Functional Communication and Feedback Loops
• Establishing cadence for collaboration (meetings, updates, reviews)
• Using customer feedback and sales insights to refine marketing
• Creating a feedback culture for continuous improvement
• Additional modules may include digital marketing alignment, ABM strategies, and product launch collaboration depending on organizational needs.

5. Training Methodology

• Expert-led presentations and facilitated dialogue
• Role-based group activities and case simulations
• Use of shared sales-marketing frameworks and canvases
• Real-world diagnostic tools and alignment checklists
• Peer learning and cross-functional breakout sessions
• Strategy co-creation exercises with feedback

6. Tasks

• Map your current sales and marketing funnel
• Identify misalignments and pain points between the two functions
• Create a shared KPI dashboard
• Draft a sales-marketing service level agreement (SLA)
• Develop a joint campaign calendar
• Simulate a lead handover and conversion tracking flow