The Bright Side of Sales and Marketing: Collaboration That Works

Have you ever felt like sales and marketing teams are speaking completely different languages? (Spoiler: they often are.) Sales says, “We need better leads!” while marketing counters with, “But you’re not following up on the ones we give you!” It’s a frustrating cycle that leaves both teams feeling unheard—and worse, it leaves potential customers slipping through the cracks.

Why does this happen? It’s simple: misalignment. When sales and marketing aren’t on the same page, opportunities are lost, and businesses suffer. In fact, companies with poor sales and marketing alignment see 4% revenue declines annually, while those with strong alignment achieve 24% faster revenue growth over three years1 6. Shocking, right?

So, how do we bridge this gap and turn these two powerhouses into a dream team? Let’s talk about it.

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Imagine this: your marketing team launches a killer campaign. The emails are polished, the social posts are buzzing, and the leads start rolling in. But then… nothing. Those leads don’t convert into customers. The sales team says they’re not “qualified,” while marketing insists they’ve done their job. Sound familiar?

This disconnect isn’t just annoying—it’s expensive. According to the Sopro Blog, 90% of sales and marketing professionals say they are misaligned across strategy, process, content, and culture, and 60% agree that this misalignment damages financial performance5. When teams aren’t aligned, inefficiencies ripple through the entire organisation, from wasted resources to lost revenue opportunities.

But here’s the good news: it doesn’t have to be this way. With a few simple shifts in mindset and strategy, collaboration can go from frustrating to flawless. Ready to find out how?

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Let’s break down some practical ways to foster collaboration between sales and marketing—because when these teams work together, amazing things happen.

1. Shared Goals = Shared Wins

Think about it: how can two teams work together if they’re chasing different outcomes? Aligning around shared goals—like revenue targets or lead conversion rates—creates a sense of unity. For example, HubSpot famously implemented a "Smarketing" strategy where both teams were held accountable for shared metrics like monthly lead quotas and customer acquisition costs. The result? A 20% increase in annual revenue2.

2. Talk It Out (Regularly)

When was the last time your sales and marketing teams sat down together for an honest conversation? Weekly check-ins or collaborative tools like Slack can help keep everyone on the same page. Remember, communication isn’t just about meetings—it’s about creating an environment where ideas flow freely.

Ask yourself: what would happen if both teams shared insights weekly? Wouldn’t that help identify gaps faster?

3. Define Your Ideal Customer Profile Together

Here’s a question for you: how often do your sales and marketing teams disagree on what makes a lead “qualified”? If your answer is “all the time,” you’re not alone. Sit down together to define your ideal customer profile (ICP). When everyone agrees on who you’re targeting, campaigns become more effective—and sales pipelines fill up faster.

4. Leverage Technology as Your Bridge

CRM platforms like Salesforce or HubSpot aren’t just fancy tools—they’re lifelines for collaboration. For example, Salesforce found that companies using integrated CRM systems saw 29% increases in sales productivity3. Why? Because technology eliminates guesswork by giving both teams real-time access to the same data.

5. Celebrate Wins as One Team

Let me ask you this: when was the last time your sales team high-fived marketing—or vice versa? Celebrating wins together fosters camaraderie and reinforces collaboration. Whether it’s closing a big deal or smashing campaign goals, make success a shared experience.

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Real-World Example

Still not convinced? Let’s look at Drift, a company known for its conversational marketing platform. Drift aligned its sales and marketing teams by creating shared accountability through Service Level Agreements (SLAs). Marketing committed to delivering a set number of qualified leads each month, while sales promised to follow up within 24 hours. The result? A 150% increase in pipeline growth within one year4.

If Drift can pull this off with clear communication and shared accountability, why can’t your team?

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So here’s the big question: what would happen if your sales and marketing teams truly worked together? Imagine fewer dropped leads, happier customers, and skyrocketing revenue (without any finger-pointing). Sounds good, doesn’t it?

Collaboration isn’t just about working side by side—it’s about creating synergy that drives results. Start small by aligning goals or hosting regular check-ins—but think big about what you can achieve together.

Ready to take your first step toward better collaboration? Sign up to get access to the free Campaign Builder tool which will help you collaborate on your next marketing campaign.

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Sources

1. ZoomInfo (2025) Sales & Marketing Alignment Statistics. Available at: https://pipeline.zoominfo.com/sales/sales-and-marketing-alignment-statistics (Accessed: 10 March 2025).

2. HubSpot Blog (2023) 31 Stats That Prove the Power of Smarketing. Available at: https://blog.hubspot.com/sales/stats-that-prove-the-power-of-smarketing-slideshare (Accessed: 10 March 2025).

3. Protocol80 Blog (2021) Sales & Marketing Alignment Stats. Available at: https://www.protocol80.com/blog/sales-marketing-alignment-stats-2021 (Accessed: 10 March 2025).

4. Improvado Blog (2025) Sales & Marketing Alignment Statistics. Available at: https://improvado.io/blog/sales-and-marketing-alignment (Accessed: 10 March 2025).

5. Sopro Blog (2025) The Complete Guide to Sales & Marketing Alignment. Available at: https://www.sopro.io/blog/sales-marketing-alignment (Accessed: 10 March 2025).

6. SuperOffice Blog (2023) Sales & Marketing Alignment Increases Revenue by 34%. Available at: https://www.superoffice.com/blog/sales-marketing-alignment/ (Accessed: 10 March 2025).

Who Is Your Target Market? Unlock the Secret to Attracting Your Ideal Customers

Are You Struggling to Connect With the Right Customers?

You’ve poured your heart into creating a product or service you believe in, but something isn’t quite clicking. Your campaigns aren’t delivering the results you hoped for, your website traffic isn’t converting, and your message feels like it’s just not landing. Sound familiar?

Here’s the thing: you’re not alone. Many businesses face this exact challenge. In fact, almost seven in 10 (69%) UK consumers say they receive irrelevant messages from brands, and nearly half (49%) feel frustrated by inbox clutter caused by poorly targeted campaigns (Marketing Weekly, Jul 2023).

The truth is, without knowing your target market, your marketing efforts are like throwing darts in the dark. You might hit something eventually, but most of the time, you’re just wasting time, energy, and money. And let’s be honest—none of us have time for that.

Why Knowing Your Target Market Changes Everything

Imagine this: your campaigns are speaking directly to the people who need what you offer. They feel seen and understood, and they respond with engagement, loyalty, and—yes—sales. Sounds like a dream, right? The good news is it’s totally achievable when you know your target market.

Here’s why understanding your audience is a game-changer:

• Create Tailored Messaging: Speak directly to your audience’s needs, pain points, and desires in a way that feels personal and authentic.

• Maximise ROI: Focus your resources on strategies that actually work instead of wasting money on campaigns that miss the mark.

• Build Brand Loyalty: When customers feel like you “get” them, they stick around—and they tell their friends about you too.

Take Revolut, for example. As one of the largest UK FinTech companies, Revolut has amassed over 25 million users since 2015 by deeply understanding its customers’ financial needs. By leveraging data science to aggregate user feedback trends, Revolut identifies which features to develop next—whether it’s real-time balance updates, saving solutions, or investment tools. This customer-centric approach has transformed Revolut into a mainstream banking brand in less than a decade, proving that when you truly listen to your audience, success follows.

But here’s the thing: you don’t need Revolut’s resources or global reach to achieve this for your business. Let’s break down how you can find (and attract) your ideal customers.

How to Find (and Attract) Your Ideal Customers

You don’t need fancy tools or a huge budget to figure out who your target market is—you just need a clear plan. Here are five simple steps to get started:

1. Take a Closer Look at Who’s Already Buying From You

Your current customers are a goldmine of information. Ask yourself:

• Who are my most loyal customers?

• What do they have in common? (Think age, location, interests.)

• Why do they choose my product or service over others?

If you’re not sure where to start, check out reviews or ask for feedback directly—it’s amazing what insights people will share when you ask.

2. See What Your Competitors Are Up To

Who are they targeting? What messaging seems to be working for them? By identifying gaps in their approach, you can position yourself uniquely in the market. For example, if competitors are ignoring younger audiences or focusing only on price, maybe there’s an opportunity for you to connect emotionally with those customers instead.

3. Build Buyer Personas

Think of this as creating profiles for your dream customers. Include things like:

• Demographics: How old are they? Where do they live? What do they do for work?

• Psychographics: What are their values? What do they care about? What are their hobbies?

• Pain Points: What challenges or frustrations do they face that your product or service can solve?

Give them names if it helps! Picture “Social Media Sarah” or “Eco-Conscious Emma” whenever you’re crafting your messaging.

4. Use Data and Analytics

Numbers don’t lie! Tools like Google Analytics or Instagram Insights can tell you who’s engaging with your brand online. Pay attention to things like age groups, locations, and even what times of day people interact with your content—it all helps paint a clearer picture of who your audience is.

5. Test It Out and Refine as You Go

The best way to learn what works is by trying things out! Run small experiments targeting different audience segments through A/B testing in ads or email campaigns. See which messages resonate best and tweak from there.

Start Reaching the Right People Today

Your ideal customers are out there—they’re scrolling through Instagram, checking their emails, and searching for solutions to their problems right now. The question is: will they find you?

Don’t let vague targeting hold your business back any longer! Here’s how you can take action today:

1. Download our free Campaign Builder Tool—it’ll help you map out exactly how to reach your ideal audience.

2. Book a consultation with Enlighten Communications—we’ll work with you to craft campaigns that speak directly to the people who matter most: your customers.

Let’s make sure your next campaign doesn’t just get seen—it gets results.