“Why aren’t these leads converting?” “What’s marketing even doing?” “Sales just doesn’t get our strategy!” Sound familiar? That frustrating tension between marketing and sales teams— is quite common in lots of organisations. Whether you’re a marketing manager staring at campaign metrics that aren’t translating to revenue or a sales representative trying to explain why those supposedly “qualified” leads aren’t closing, the disconnect can feel like you’re speaking two different languages.
But here’s the thing: you’re not alone in this challenge. In fast-growing African markets, where business dynamics shift rapidly, and pressure to deliver results is constant, the marketing & sales divide is a common pain point that keeps many professionals awake at night.
But here’s the good news: aligning marketing and sales doesn’t just reduce friction – it can significantly drive growth and improve your bottom line.
Recently, a webinar hosted by Revsity brought together industry experts Evangel Oputa, Director of Growth Marketing at Begine Fusion, and Tomilayo Alapinni, Regional Sales Manager at SeamlessHR, who shared valuable insights on driving growth through effective marketing and sales collaboration.
They discussed the importance of aligning teams, setting shared goals, and leveraging data to optimise the customer journey. By focusing on practical strategies for breaking down silos and improving communication, they offered actionable steps for boosting performance and achieving business growth.
Listen to the entire event here 👆🏿
Four Pillars of Effective Marketing-Sales Collaboration
1. Alignment is Key to Growth
One of the biggest challenges in many organisations, especially startups and small businesses, is the misalignment between sales and marketing teams. Evangel shared that issues like poor customer experience and ineffective onboarding are common when these teams aren’t aligned, and the solution to all of that is alignment.
When marketing and sales teams are on the same page, you see immediate benefits, such as smoother lead-handoffs and better communication. Evangel emphasised that when both teams work together toward the same goal, the results are clear: revenue growth. As a professional in either field, you’ll quickly realise that understanding each other’s processes and goals is the foundation for success. When marketing understands the sales team’s target audience and sales understands the value of a well-qualified lead, everyone wins.
To foster this alignment, start by using Revwit CRM for free to streamline your workflows, track leads, and facilitate regular sync-ups between sales and marketing. It’s the first step toward building a cohesive, high-performing team.
2. Aligning KPIs and Goals
Setting shared goals and KPIs is often where the rubber meets the road. Without them, teams might be running in opposite directions. Tomilayo compared sales and marketing collaboration to a relay race – marketing starts by generating awareness, and then sales takes over to close the deal. Both must know when to pass the baton and understand what’s expected at each stage.
For example, if the marketing team runs a campaign targeting product features that aren’t top-of-mind for customers, sales will struggle to convert those leads into sales. Both teams need to agree on what constitutes a qualified lead and to ensure everyone is working toward the same KPIs.
If you’re just starting in sales or marketing, talk to your manager about aligning your goals with those of other departments. Don’t assume you know what success looks like without understanding your teammates’ KPIs.
3. Communication and Feedback Loops
Tomilayo also pointed out a significant blocker: poor communication. Without clear channels for feedback, marketing might not know why specific leads aren’t converting, and sales might not understand why marketing campaigns aren’t resonating. Both teams need a feedback loop to share insights and optimise strategies.
Evangel added that the solution lies in using tools that allow easy communication and data sharing. CRMs and collaboration platforms like Slack are invaluable for ensuring everyone can access the same information. In companies where teams are separated by function, like marketing and sales, these tools make a huge difference in enabling effective communication.
If your organisation doesn’t use a CRM, consider getting one and you can start with the Revwit CRM. With this tool, you can track interactions with leads and easily pass information between teams to prevent the bottlenecks that can stifle growth.
4. Data Drives Strategy and Alignment
You’ve probably heard the phrase “data is king,” but what does it mean in the context of marketing and sales collaboration?
Evangel explained that data is essential for refining strategies and ensuring both teams target the right customers. Sales data helps marketing understand which leads convert, and marketing data helps sales refine their pitches and strategies.
For example, if a sales team notices a particular product feature is consistently a sticking point in negotiations, that feedback can help marketing adjust messaging for future campaigns. Sales teams need to actively collect and share this data with marketing for real-time adjustments to strategy.
Make it a habit to track and report the success of every campaign or sales interaction. The insights you gain will be invaluable for refining both sales and marketing strategies.
Business Operating Software and Tools for Collaboration
As we discussed in the webinar, using the right tools can make a difference in facilitating communication and collaboration between sales and marketing. Here is a business operating software that can help you align your teams and optimise your workflows:
1. Customer Relationship Management Tool
- Revwit CRM – To align sales and marketing efforts, Revwit CRM provides forms for capturing marketing leads and pipelines for sales to convert those leads into deals.
Using the right combination of tool for data collection, automation, and communication will not only save time but also ensure your teams are always aligned and ready to tackle any challenge together.
Your Next Step
Effective collaboration between marketing and sales isn’t just about keeping the peace – it’s about driving results. The insights shared in the webinar remind us that these two teams should be seen as complementary, not adversarial. When aligned, they create a unified front that can boost revenue, improve customer experiences, and make work feel much more productive.
If you’re just starting out or you’re looking to build better relationships between your sales and marketing teams, don’t wait for everything to be perfect. Start small with regular check-ins and a shared vision, and watch how alignment transforms your approach to growth.
At Revsity, we understand that collaboration is key to success, especially for young professionals starting their careers in Go-to-Market roles like sales, marketing, and customer success.
Join our community of like-minded professionals, where we provide the training, tools, and support you need to develop your skills and thrive in your career.
The tools and strategies we’ve discussed today are not just concepts to be considered – they are actionable steps you can implement to transform your team’s operations.
It’s time to stop letting misalignment hold you back. Begin implementing these strategies, explore the tools available, and take control of your growth journey today.
