The alignment problem
In many businesses, marketing and sales operate as separate functions with separate goals. Marketing measures leads generated. Sales measures deals closed. The result is marketing generating leads that sales considers junk, and sales blaming marketing for poor quality while marketing blames sales for not following up.
This misalignment wastes money and slows growth.
Share a single revenue metric
The most effective fix is simple: hold both functions accountable to revenue. Marketing is not done when a lead is generated. They are done when that lead becomes a customer. Sales is not starting from scratch. They are continuing a journey marketing began.
When both teams share a revenue target, the incentive to collaborate replaces the incentive to blame.
Define a qualified lead together
Marketing and sales must agree on what constitutes a qualified lead before any campaigns run. This means agreeing on the characteristics (industry, company size, role, budget) and behaviours (website visits, content downloads, event attendance) that indicate a lead is worth pursuing.
Document this definition and revisit it quarterly. If sales is still rejecting leads, the definition needs tightening. If marketing cannot produce enough leads that meet the definition, it may need loosening.
Create a handoff process
Define exactly when a lead moves from marketing's responsibility to sales' responsibility. What triggers the handoff? How is the lead delivered? What information accompanies it? What is the expected response time?
A clean handoff process eliminates the gap where leads fall through the cracks.
Regular communication
Schedule a weekly 15 minute sync between marketing and sales. Cover three things:
- What leads were delivered this week?
- What happened to the leads delivered last week?
- What feedback does sales have on lead quality?
This cadence keeps both teams informed and creates a feedback loop that continuously improves lead quality.
Shared tools and visibility
Both functions should have access to the same data. Marketing should see what happens to leads after handoff. Sales should see which campaigns generated which leads. This shared visibility creates mutual understanding and accountability.
Applying this to commission agents
If you use commission agents through Zepys, they are your sales function. Apply the same alignment principles: share lead definitions, create clear handoff processes, and maintain regular communication about lead quality and conversion results.
The bottom line
Marketing and sales alignment is not about getting along better. It is about sharing goals, agreeing on definitions, creating clean handoffs, and maintaining regular communication. When these functions work together, growth accelerates. When they work apart, money is wasted.