What is sales and marketing alignment?

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Sales and marketing alignment, also called smarketing, refers sales and marketing team collaboration within a business to achieve common goals.

True alignment involves unified communication and mutual support between the two functions. Both teams cooperate to create cohesive and customer-centered strategies that drive revenue growth and improve customer experience.

Research by Freshworks showed 72% of leaders believe that by aligning their sales and marketing functions, they can boost brand performance.

Brands like Superoffice are already seeing the benefits of alignment on their bottom line with a 34% increase in revenue following integration.

Consequences of sales and marketing misalignment
Now we have defined sales and marketing alignment, let’s discuss some of the issues that arise when these teams work as separate functions.