
Marketing and Sales are two strong pillars of your business that work closely for revenue generation. In the past, marketers did not emphasize unifying them, and therefore, they worked in siloes. The teams worked in parallel to achieve the common goal of businesses: lead generation and acquiring new business. However, the irony is that both teams need each other to strategize and improve their respective engagement processes to boost customer acquisition rates.
Unifying the Marketing and Sales is the best alliance your business needs for a high-quality lead-generation process. Here are the benefits of ensuring both teams work in tandem.

Marketing & Sales Team Alignment: The Top Benefits
- Develop accurate buyer personas: One of the biggest advantages the union of marketing and sales provides is creating accurate buyer personas. Both teams can identify your ideal customer profile (ICPs) by extracting insights from market research and conversions. They can identify user behavior and monitor KPIs, buying patterns, preferences, and needs to create the perfect ICPs. It requires input from the marketing and sales teams, and shared inputs help improve lead quality and further the nurturing process. It will help drive high conversion rates for your business.
- Make ABM a Success: The lead generation process improves substantially with combined the efforts of marketing and sales. Witness a massive increase in lead generation with clear communication at every step, specially with Account-based marketing (ABM). Personalization is the heart of the ABM campaign, and you can infuse it only when you clearly understand the buyer’s journey. The marketing team can identify high-value accounts correctly and create marketing collaterals, content syndication strategies, and targeted ads that resonate with the leads’ requirements. Sales team can focus on selective accounts and close more deals.
- Integrate multi-touch campaigns: Today, lead generation processes require multi-touch campaigns to convert prospects into customers as they are more informed and have multiple options to meet their requirements. About 61% of B2B marketers say high-quality leads are their biggest challenge. Moreover, the buying cycle in B2B marketing is longer and not linear anymore, you need a multi-touch lead generation strategy to achieve high success with your lead generation campaigns. It requires the combined efforts of both teams.
- More Sales: According to MarketProfs, companies with aligned marketing and sales teams experience 38% higher sales win rates and 36% higher customer retention rates! If you want to increase sales, allowing both departments to collaborate will be in your best interests. The teams will have access to the buyer journey and know precisely where the buyer is in the sales funnel. This allows for better engagement based on the buyer’s needs and requirements. The marketing teams can curate customized content, and the sales team can improvise their engagement process to align with the prospect’s requirements. The unification will bolster the lead generation process, increase customer acquisition rates via email marketing, telemarketing, and content syndication and drive more sales for the business.
Conclusion
About 74% of companies have revealed that converting leads into customers is their top priority. If you want your revenue to hit the roof, you must eliminate the competition among internal teams and disjointed efforts, as a siloed approach won’t bring results. It’s essential to be on the same page and follow the buyers journey closely.
If your marketing and sales efforts are drifting apart, achieving your lead generation goals will be challenging. We at Markable Solutions leverage the core competencies of our marketing and sales team and align them to boost your conversion rate. Markable Solutions is a forerunner in using the latest technologies and relying on innovation to spearhead B2B lead generation campaigns. Our marketing and sales teams work as one unit and unify their strengths to overcome challenges in the B2B lead generation process and generate high-quality leads for your business. How about understanding our process more and learning how we infuse double efficiency into our lead generation process? Feel free to contact us to learn how we can assist you in B2B lead generation.