Sales and marketing alignment needs a live view, not a better process
Ask any sales leader whether marketing leads are any good (and I’ve had a lot of those conversations), then ask marketing whether sales follows up quickly enough. You will get two very different answers - and both teams will be right. According to HubSpot's 2024 State of Sales Report, sales professionals at aligned companies are 103% more likely to beat their goals than those at misaligned ones. Yet only 30% of sales professionals say their teams are strongly aligned.