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Sales & Marketing Collaboration Processes | Pedowitz Skip to content

What Processes Ensure Sales and Marketing Collaboration?

Alignment becomes real when it’s operational. Use RM6™ to codify SLAs, workflows, joint planning, and one revenue scorecard.

Assess Collaboration Benchmark in the Index

Sales and marketing collaboration depends on structured processes tied to shared revenue goals. Core practices include clear lead stage definitions, SLA-based handoffs, a joint planning cadence, and recurring pipeline reviews on a single scorecard. Pedowitz Group operationalizes these within RM6™ so alignment moves from intent to execution.

Core Collaboration Processes

Lead Management Workflow — Shared MQL, SQL, SAO criteria and routing rules
SLA-Driven Handoffs — Response times, follow-up cadence, and recycle paths
Joint Planning Cadence — Integrated GTM calendar, ABM plays, and enablement
Pipeline Reviews — Weekly stand-ups using shared dashboards and attribution
Governance & Scorecards — One revenue scorecard for leaders and operators

Turn Collaboration into a Repeatable System

Collaboration works when processes are explicit, visible, and measured. In RM6™, People and Process pillars codify roles and workflows; Technology connects CRM/MAP for attribution; Customer and Results keep journeys and KPIs central.

30–60–90 Day Collaboration Playbook

Days 1–30: Foundations

  • Finalize ICP & buying groups
  • Agree MQL/SQL/SAO criteria + rejection codes
  • Document lead routing & enrichment steps
  • Set SLAs (e.g., first-touch in 24h, disposition in 72h)
  • Create shared GTM calendar and ABM target list

Days 31–60: Execution

  • Launch one ABM play + one inbound campaign
  • Enable SDRs with talk tracks & objection handling
  • Automate recycle paths and nurture re-entry
  • Stand up dashboards: sourced/influenced pipeline, velocity
  • Weekly revenue stand-up to clear blockers

Days 61–90: Optimization

  • Analyze conversion by segment & channel
  • A/B test MQA/MQL thresholds and scoring
  • Tighten SLAs; refine routing by intent & fit
  • Publish a single revenue scorecard to leadership
  • Document lessons; scale the winning play

Suggested Cadences & Timelines

  • Weekly (Ops): 30–45 min revenue stand-up; review SLA breaches, stuck opportunities, recycle lists.
  • Monthly (Tactical): Campaign & ABM review; adjust segments, offers, and enablement gaps.
  • Quarterly (Executive): One scorecard review; decide investments to scale or stop.

Benchmark your collaboration maturity with the Revenue Marketing Index and prioritize next steps via the Maturity Assessment.

Frequently Asked Questions

Why are SLAs essential?
They create accountability for response and disposition, protecting pipeline quality and ensuring fast follow-up.
How specific should lead definitions be?
Define fit (ICP), intent signals, and engagement thresholds. Document rejection reasons to improve targeting.
What belongs on the revenue scorecard?
Sourced & influenced pipeline, conversion rates, velocity, win rate, and SLA compliance—visible to both teams.
How do SDRs fit into collaboration?
They operationalize handoffs, enforce SLAs, and provide feedback loops on quality and messaging.
What if one team misses SLAs?
Use a weekly stand-up to triage breaches, reassign, or recycle leads; escalate systemic issues in monthly reviews.

Operationalize Collaboration with RM6™

Codify definitions, SLAs, and scorecards—then run a 90-day play to prove impact. Benchmark in the Index and get an RM6™ action plan from our Maturity Assessment.

Start Assessment Now
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