x close
Nothing to display...
11 min read

The benefits and challenges of aligning the sales and marketing team

Membership content

This article originates from a panel discussion at the Revenue Marketing Summit in London, 2022. Job titles and companies are correct as of the time of recording.

Catch up on this presentation, and others, using our OnDemand service. For more exclusive content, visit your membership dashboard.

It's no secret that a well-aligned sales and marketing team can be the driving force behind a company's success. But how do you navigate the benefits and challenges of uniting these two powerhouse departments?

We recently gathered four marketing experts to share their insights in an engaging panel discussion:

๐ŸŒŸ Radmila (a.k.a. Mila) Blazheska, CMO of SecurityHQ,

๐ŸŒŸ Marina Pape, Head of Country Marketing UK at Mollie,

๐ŸŒŸ Alun Swift, Head of Revenue Operations at Ably, and

๐ŸŒŸ James White, Director of EMEA Partnerships at Klaviyo

In this article, we'll dive into the key takeaways from these industry leaders as they discuss:

So, grab a cup of coffee and settle in as we explore the secrets to successful sales and marketing alignment, straight from the experts themselves.

The benefits of close alignment between sales and marketing

Radmila Blazheska

There's always a little bit of friction between the two teams, but it's all about balance. I always use the marriage analogy: sales and marketing teams are like a married couple and if there's no love, you end up with a very hefty divorce bill.

To achieve true alignment, you need to merge your metrics. Obviously, marketing and sales always have different KPIs, but if both teams have one set of KPIs โ€“ let's say around company revenue โ€“ and you work towards that in your annual targets, then it's clear what both teams need to achieve.

This post was a collaboration between

Radmila Blazheska, Marina Pape, Alun Swift, James White

  • Radmila Blazheska

    Radmila Blazheska

    CMO for SecurityHQ, a global managed cyber security provider.

    More posts by Radmila Blazheska.

    Radmila Blazheska
  • Marina Pape

    Marina Pape

    Global Head of Country Marketing at Mollie

    More posts by Marina Pape.

    Marina Pape
  • Alun Swift

    Alun Swift

    Alun is the Head of Revenue Operations at Ably.

    More posts by Alun Swift.

    Alun Swift
  • James White

    James White

    James is the Director of EMEA Partnerships at Klaviyo.

    More posts by James White.

    James White
The benefits and challenges of aligning the sales and marketing team