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Sales & Marketing Are at War | The Pedowitz Group

Sales & Marketing Are at War

Marketing celebrates MQLs. Sales ignores them.
Customer Success blames both.
Meanwhile, your buyers experience a disjointed mess
and your competitors win.

The Battle Lines Are Drawn

Every revenue meeting is a finger-pointing session. Marketing says they're delivering leads. Sales says the leads are garbage. Leadership just wants someone to hit the number. The only winner? Your competition.

The MQL Wars

Marketing hits their MQL target. Sales accepts 12%. Everyone argues about lead quality while deals slip to competitors.

The Blame Game

"Marketing doesn't understand our buyers." "Sales doesn't follow up." Sound familiar? That's dysfunction, not collaboration.

Conflicting Metrics

Marketing measures MQLs and engagement. Sales tracks SQLs and close rates. No one measures what actually matters: revenue.

Data Silos Everywhere

Marketing automation has one story. CRM tells another. Customer Success uses spreadsheets. Good luck finding the truth.

Mixed Messages

Marketing promises one thing. Sales pitches another. Customer Success delivers something else. Your buyers are confused.

Revenue Leakage

Deals die in handoffs. Leads go cold waiting for follow-up. Renewals surprise everyone. Money is falling through the cracks.

Why Sales & Marketing Can't Get Along

1

Different Definitions of Success

Marketing gets bonused on MQLs. Sales gets paid on closed deals. Customer Success focuses on retention. Three teams, three different games.

2

No Shared Process

No agreement on what makes a qualified lead. No SLAs for follow-up. No handoff process. Everyone makes it up as they go.

3

Technology Disconnect

Marketing automation doesn't talk to CRM. CRM doesn't connect to Customer Success tools. Data lives in silos, teams work in isolation.

4

Historical Baggage

Years of failed initiatives. Broken promises. Trust eroded. Now every meeting starts with skepticism instead of collaboration.

5

Lack of Unified Leadership

CMO and CRO in different worlds. No Chief Revenue Officer thinking holistically. Nobody owns the entire revenue engine.

6

Cultural Divide

Marketing thinks Sales is lazy. Sales thinks Marketing is clueless. Customer Success thinks both are the problem. Toxicity breeds.

Build a Unified Revenue Engine

Stop the war. Align teams around revenue. Create processes that work. Build technology that connects. Make everyone accountable for growth.

Revenue Operations Setup

Unify sales, marketing, and customer success under one revenue strategy. Shared goals, shared metrics, shared success.

Learn More →

Lead Management Process

Define qualification criteria. Set SLAs. Automate handoffs. Track everything. No more leads dying in the gap.

Learn More →

Unified Tech Stack

Integrate marketing automation, CRM, and customer platforms. One source of truth. Real-time visibility. No more silos.

Learn More →

Shared Dashboards

Everyone sees the same metrics. Pipeline velocity, conversion rates, revenue attribution. Truth replaces opinion.

Learn More →

Account-Based Alignment

Marketing and sales work the same accounts together. Coordinated outreach, consistent messaging, shared wins.

Learn More →

Cultural Transformation

Break down walls. Build trust. Create shared accountability. Transform competing teams into one revenue team.

Learn More →

From Civil War to Revenue Machine

General Electric (GE)

Sales and marketing operated in complete silos. Different goals, different metrics, zero collaboration. We aligned both teams under strategic revenue marketing best practices and unified processes.

$1B
Attributable New Pipeline
100%
Sales & Marketing Alignment
67%
Higher Conversion Rates
209%
More Revenue per Lead
Read Full Case Study →

Ready to End the War?

Stop the finger-pointing. Start generating revenue. Unite your teams around what matters: growth. We'll show you exactly how to build a revenue engine that actually works.

Get Alignment Assessment Talk to an Expert

Get in touch with a revenue marketing expert.

Contact us or schedule time with a consultant to explore partnering with The Pedowitz Group.

Send Us an Email

Schedule a Call

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