Sales and Marketing Misalignment Trends in 2020 (And How to Solve Them)

Lainey Mebust
May 29, 2020

Today, aligning sales and marketing is crucial. Despite the well-known consequences of siloed teams, getting sales and marketing on the same page amidst a global pandemic is easier said than done. With limited resources and a looming recession, misalignment between sales and marketing is all too common. Today, we’re breaking down three key sources of sales and marketing misalignment in 2020 — and how to bridge the gap.

Marketers Want More Follow Up

One of the biggest points of disagreement between marketing and sales is follow up. Marketers believe more leads would close if sales followed up faster and more persistently with nurture cadences and diligent lead flows. While the majority of sales leaders believe additional follow up won’t move the needle simply because the prospects they’re receiving from marketing aren’t fully qualified. 

Sales Wants Higher Quality Leads

Rather than persistently nurture sub-par prospects, sales teams want highly qualified leads to focus their efforts on. For marketers juggling limited resources, budget, and time constraints, high-quality lead gen is hard to master at scale. Marketers believe shifting their focus to source higher quality leads will prevent them from handing enough prospects off to sales. As a result, sales teams see marketers are too volumed focused. 

Marketers are Too Volume Oriented

In the eyes of the marketer, generating highly qualified leads takes considerable time, money, and resources away from existing programs. Marketers fear that by diverting resources, they won’t be able to deliver the number of leads that their sales team expects. As a result, marketers sacrifice lead quality to drive consistent pipeline. And in the end, no one’s happy. With limited resources, these points of contention can easily create misalignment between teams. Luckily, what sales and marketing teams do agree on in 2020 is the need for data-driven targeting. 

Bridging the Gap Between Sales and Marketing

Today, sales teams want higher quality leads, while marketers want more follow up. To align sales and marketing, it’s important to maintain consistency between lead quality and volume. This is what makes lookalike audiences so valuable. AI-powered lookalike targeting allows marketers to cut through the noise and refine their targeting with data-driven insights. 

B2B lookalike targeting allows marketers to stretch their limited resources by refining targeting, casting a smaller (and more accurate) net, and delivering a smarter message to their audience. Allowing marketers to build stronger relationships with high-quality leads.


As we navigate the uncertainty COVID-19, sales and marketing need to align their efforts now more than ever. With constrained resources, alignment between these teams comes down to finding efficiencies wherever possible. B2B lookalike audiences allow marketers to refine their targeting and deliver highly qualified leads without sacrificing scale — helping teams align their efforts in the face of uncertainty.



Further Reading

Lainey Mebust
June 15, 2020
Olin Hyde
April 8, 2020
. 5 min read
Lainey Mebust