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.
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
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
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.
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