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Sales & Marketing Alignment in Revenue Marketing | Pedowitz Skip to content

How Do Sales and Marketing Align in Revenue Marketing?

Alignment isn’t a meeting—it’s an operating model. RM6™ unifies teams with shared KPIs, SLA-driven handoffs, and one revenue scorecard.

Assess Alignment View the Index

In revenue marketing, sales and marketing align by sharing KPIs, processes, and accountability for pipeline and revenue. Pedowitz Group uses RM6™ to establish one scorecard, common lead definitions, SLA-based handoffs, and integrated systems—so both teams plan together, execute ABM plays, and measure impact with the same data.

Alignment Checklist

Shared KPIs — Pipeline contribution, win rate, velocity, and revenue attribution
Unified Definitions — Clear MQL/SQL/SAO criteria and qualification rules
SLA-Driven Handoffs — Time-bound follow-up and disposition standards
Joint Planning — Integrated GTM calendars, ABM/account plays, and enablement
One Scorecard — CRM/MAP dashboards for sourced & influenced pipeline and ROI

How Alignment Works in Practice

RM6™ embeds alignment across six pillars. Strategy ties both teams to revenue goals. People defines roles and a shared cadence. Process standardizes lead flow and enablement. Technology integrates CRM and MAP for visibility. Customer synchronizes journeys and content. Results proves impact with one scorecard.

30-Day Alignment Sprint (Tactical Example)

  • Day 1–5: Agree on ICP & buying groups; finalize MQL/SQL/SAO definitions and rejection codes.
  • Day 6–10: Map lead/account workflows; set SLAs (e.g., 24h first touch; 72h nurture re-entry).
  • Day 11–15: Build a shared GTM calendar (campaigns, ABM plays, enablement assets).
  • Day 16–20: Connect dashboards for sourced/influenced pipeline, velocity, win rate, and ROI.
  • Day 21–30: Run a pilot play; hold a weekly revenue stand-up; iterate on gaps from the data.

Organizations benchmark progress with the Revenue Marketing Index; leaders often achieve 50%+ marketing contribution to pipeline, validating the alignment model.

Frequently Asked Questions

Which KPIs should both teams share?
Sourced/influenced pipeline, win rate, deal velocity, forecast accuracy, and revenue attribution.
How strict should SLAs be?
Time-bound (e.g., 24h first-touch), with disposition rules and recycling paths to protect pipeline quality.
How do we handle rejected leads?
Use standardized rejection codes and feedback loops so marketing can tune targeting and content quickly.
What tools are essential?
Integrated CRM and MAP, enablement platforms, and analytics/attribution that feed one revenue scorecard.
How do we know alignment is working?
Improved conversion rates, faster cycle times, higher win rates, and rising marketing contribution to pipeline.

Unify Sales & Marketing Around One Revenue Scorecard

Trusted by leading B2B brands across tech, healthcare, and manufacturing, Pedowitz Group helps teams operationalize alignment with RM6™. Benchmark with the Index, take the Maturity Assessment, and launch a 30-day alignment sprint.

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