{"id":839,"date":"2015-07-20T12:28:38","date_gmt":"2015-07-20T10:28:38","guid":{"rendered":"https:\/\/merlinleonard.com\/en\/?p=839"},"modified":"2023-04-17T00:20:09","modified_gmt":"2023-04-16T22:20:09","slug":"align-sales-and-marketing-practical-guide","status":"publish","type":"post","link":"https:\/\/merlinleonard.com\/en\/align-sales-and-marketing-practical-guide\/","title":{"rendered":"Aligning Your Sales and Marketing Teams: A Practical Guide"},"content":{"rendered":"<div id=\"wtr-content\" data-bg=\"#FFFFFF\" data-fg=\"#5c4293\" data-width=\"5\" data-mute=\"\" data-fgopacity=\"0.80\" data-mutedopacity=\"0.5\" data-placement=\"top\" data-placement-offset=\"0\" data-content-offset=\"0\" data-placement-touch=\"top\" data-placement-offset-touch=\"0\" data-transparent=\"\" data-shadow=\"1\" data-touch=\"\" data-non-touch=\"1\" data-comments=\"\" data-commentsbg=\"#746693\" data-location=\"page\" data-mutedfg=\"#5c4293\" data-endfg=\"#f44813\" data-rtl=\"\">\n<div class=\"video-container\">\n<p><iframe loading=\"lazy\" class=\"entered lazyloaded\" title=\"SunTseu - Soir\u00e9e Alignement Ventes et Marketing\" src=\"https:\/\/www.slideshare.net\/slideshow\/embed_code\/key\/hoeuee8w5EhfNs\" width=\"427\" height=\"356\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\" data-rocket-lazyload=\"fitvidscompatible\" data-lazy-src=\"https:\/\/www.slideshare.net\/slideshow\/embed_code\/key\/hoeuee8w5EhfNs\" data-ll-status=\"loaded\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<div style=\"text-align: center;\"><strong><a title=\"SunTseu - Soir\u00e9e Alignement Ventes et Marketing\" href=\"https:\/\/www.slideshare.net\/SunTseu\/alignement-ventes-et-marketing-57885543\" target=\"_blank\" rel=\"noopener\">SunTseu \u2013 Soir\u00e9e Alignement Ventes et Marketing<\/a>\u00a0<\/strong>from\u00a0<strong><a href=\"https:\/\/www.slideshare.net\/SunTseu\" target=\"_blank\" rel=\"noopener\">SunTseu<\/a><\/strong><\/div>\n<div><\/div>\n<\/div>\n<div class=\"su-quote su-quote-style-default su-quote-has-cite\"><div class=\"su-quote-inner su-u-clearfix su-u-trim\">Where there is no lack of will, a way opens up.<span class=\"su-quote-cite\">Eowyn, The King's Return<\/span><\/div><\/div>\n<p>We all know the story: People who are separated by everything are forcibly allied, reach a mutual understanding and save the world from a certain danger. And who wouldn&#8217;t want to save the world?<\/p>\n<p>In The Lord of the Rings, it seems impossible for Gimli and Legolas to get along: generations of misunderstanding, a great contrast between their personalities and their way of looking at things separate them even though their goals are the same at first. It&#8217;s only when they work together that they discover they&#8217;re not so different after all.<\/p>\n<p>Marketing and sales teams in a company are like elves and dwarves. They have a common goal, to <strong>win an opportunity<\/strong>, but their means and habits are so different that historically, a <strong>rivalry exists<\/strong> and stands in their way. After having seen how to lay the foundations of a <a href=\"https:\/\/merlinleonard.com\/en\/improve-results-by-aligning-sales-and-marketing\/\">Sales and Marketing alignment<\/a>, we will go into detail about this essential process.<\/p>\n<h2>Step One: Managing Expectations<\/h2>\n<p>If we take the time to ask the right questions, we quickly notice that Marketing and Sales teams often have <strong>the same expectations<\/strong> of each other: Sales will ask for a <strong>better qualification<\/strong> of leads, contacts and accounts, the definition of targets and the creation of messages adapted to them, etc. For Marketing, the expectations include a <strong>quick and efficient follow-up<\/strong> of the leads transferred, <strong>feedback on their quality<\/strong>, <strong>enrichment of the database<\/strong>, or ROI elements. For marketing, expectations include fast and efficient follow-up of transferred leads, feedback on lead quality, database enrichment, and ROI elements.<\/p>\n<p>On closer inspection, it is quite amusing to see that both sides expect better lead qualification. But who should do this? We&#8217;ll see in a few moments.<\/p>\n<div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-10808 size-full entered lazyloaded aligncenter\" src=\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/sales-alignment-1-manage-expectations.jpg\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" srcset=\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/sales-alignment-1-manage-expectations.jpg 600w, https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/sales-alignment-1-manage-expectations-300x200.jpg 300w\" alt=\"Step 1 : Manage expectations\" width=\"600\" height=\"400\" aria-describedby=\"caption-attachment-10808\" data-lazy-srcset=\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/sales-alignment-1-manage-expectations.jpg 600w, https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/sales-alignment-1-manage-expectations-300x200.jpg 300w\" data-lazy-sizes=\"(max-width: 600px) 100vw, 600px\" data-lazy-src=\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/sales-alignment-1-manage-expectations.jpg\" data-ll-status=\"loaded\" \/><\/p>\n<p id=\"caption-attachment-10808\" class=\"wp-caption-text\" style=\"text-align: center;\">Step 1 : Manage expectations<\/p>\n<\/div>\n<h2>Second step: implement best practices<\/h2>\n<p>First best practice: define together what a <strong>success<\/strong> is. Without this prerequisite, the rest cannot work. But what does this mean? In practice, it means setting up <strong>common definitions<\/strong> (what is a lead? A contact? An opportunity?), a <strong>lead lifecycle<\/strong> that fits everyone, an adapted scoring and a real reflection on the transparency of each team&#8217;s actions. Who sees what? What might salespeople be interested in among the marketing actions?<\/p>\n<p>After that, it&#8217;s time to focus on <strong>lead follow-up<\/strong>. This is often a victim of the <em>lack of communication<\/em> between departments: no alert when a lead goes to sales, especially after filling out a contact form. You also need to make sure that your <strong>leads are correctly assigned to the right sales team<\/strong>.<\/p>\n<p>In parallel, it is also important to <strong>give quotas to the marketing teams<\/strong>: how many leads should be passed to sales every month? What are the necessary qualifications for sales?<\/p>\n<p>Last but not least, <em>plan a regular meeting<\/em> between representatives of each department in order to keep each other informed of developments and to update each other&#8217;s requests and the resources allocated.<\/p>\n<div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-10809 size-full entered lazyloaded aligncenter\" src=\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/sales-alignment-2-best-practices.jpg\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" srcset=\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/sales-alignment-2-best-practices.jpg 600w, https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/sales-alignment-2-best-practices-300x200.jpg 300w\" alt=\"Step 2 : Set up best practices\" width=\"600\" height=\"400\" aria-describedby=\"caption-attachment-10809\" data-lazy-srcset=\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/sales-alignment-2-best-practices.jpg 600w, https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/sales-alignment-2-best-practices-300x200.jpg 300w\" data-lazy-sizes=\"(max-width: 600px) 100vw, 600px\" data-lazy-src=\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/sales-alignment-2-best-practices.jpg\" data-ll-status=\"loaded\" \/><\/p>\n<p id=\"caption-attachment-10809\" class=\"wp-caption-text\" style=\"text-align: center;\">Step 2 : Set up best practices<\/p>\n<\/div>\n<h2>Third step: the qualification team<\/h2>\n<p>Once the processes have been defined, the last step is to set up a lead <strong>qualification team<\/strong>, in charge of verifying and reinforcing the data of the leads passed on to sales by marketing in order to eliminate those that do not correspond to the company&#8217;s strategy (press, students, trainees&#8230;)<\/p>\n<p>This team should ideally be made up of people with a particular profile, straddling the line between communication and prospecting, capable of calling the lead to retrieve the necessary information (particularly on the subject of <strong>BANT<\/strong> &#8211; Budget, Authority, Need, Timeline).<\/p>\n<div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-10811 size-full entered lazyloaded aligncenter\" src=\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/sales-alignment-3-qualification-team.jpg\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" srcset=\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/sales-alignment-3-qualification-team.jpg 600w, https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/sales-alignment-3-qualification-team-300x200.jpg 300w\" alt=\"Step 3 : the qualification team\" width=\"600\" height=\"400\" aria-describedby=\"caption-attachment-10811\" data-lazy-srcset=\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/sales-alignment-3-qualification-team.jpg 600w, https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/sales-alignment-3-qualification-team-300x200.jpg 300w\" data-lazy-sizes=\"(max-width: 600px) 100vw, 600px\" data-lazy-src=\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2019\/06\/sales-alignment-3-qualification-team.jpg\" data-ll-status=\"loaded\" \/><\/p>\n<p id=\"caption-attachment-10811\" class=\"wp-caption-text\" style=\"text-align: center;\">Step 3 : the qualification team<\/p>\n<\/div>\n<h2>Bonus step: the marketing automation platform<\/h2>\n<p>Whether it is for the definition of the lead lifecycle, scoring or even reporting, the use of a <strong>Marketing Automation<\/strong> platform coupled with <strong>CRM<\/strong> greatly facilitates team alignment. The introduction of processes such as <strong>lead nurturing<\/strong> or the sharing of marketing emails with sales people, as well as the transmission of marketing information directly into the CRM are essential tools.<\/p>\n<p>A platform like <a href=\"https:\/\/www.marketo.com\/\">Marketo<\/a> for example stands out thanks to its native integration with several CRMs (<a href=\"https:\/\/www.marketo.com\/software\/marketing-automation\/\">Salesforce<\/a>, MS Dynamics, Sugar CRM) and its workflows adapted to a <strong>constant marketing and sales exchange<\/strong>.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>SunTseu \u2013 Soir\u00e9e Alignement Ventes et Marketing\u00a0from\u00a0SunTseu We all know the story: People who&#8230;<\/p>\n","protected":false},"author":2,"featured_media":840,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"","_yoast_wpseo_linkdex":0,"_yoast_wpseo_content_score":30,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[36,49,44,50],"technology":[],"class_list":["post-839","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-posts","tag-inbound-marketing","tag-marketing-ops-organization","tag-marketing-strategy","tag-sales-marketing-alignment"],"acf":{"rsrc_module":null,"meta_duration":30,"meta_difficulty":"dif-medium","modules_bottom":null,"post_or_page":"","agenda_shortcode":"","post_featured_image_style":"normal","ressources_video":"","post_subtitle":"The Guide","modules":null},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Aligning Your Sales and Marketing Teams: A Practical Guide - Merlin\/Leonard<\/title>\n<meta name=\"description\" content=\"Aligning your sales and marketing teams is not an easy task: here are a few rules to get off to a good start.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/merlinleonard.com\/en\/align-sales-and-marketing-practical-guide\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Aligning Your Sales and Marketing Teams: A Practical Guide\" \/>\n<meta property=\"og:description\" content=\"Aligning your sales and marketing teams is not an easy task: here are a few rules to get off to a good start.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/merlinleonard.com\/en\/align-sales-and-marketing-practical-guide\/\" \/>\n<meta property=\"og:site_name\" content=\"Merlin\/Leonard\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/MerlinxLeonard\/\" \/>\n<meta property=\"article:published_time\" content=\"2015-07-20T10:28:38+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-04-16T22:20:09+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2023\/04\/Sales-alignment-2-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"940\" \/>\n\t<meta property=\"og:image:height\" content=\"580\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Sylvain Davril\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@sdavril\" \/>\n<meta name=\"twitter:site\" content=\"@MerlinxLeonard\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sylvain Davril\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/align-sales-and-marketing-practical-guide\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/align-sales-and-marketing-practical-guide\\\/\"},\"author\":{\"name\":\"Sylvain Davril\",\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/#\\\/schema\\\/person\\\/93183ed8a72e1d4f8f4ca3c5a17f2589\"},\"headline\":\"Aligning Your Sales and Marketing Teams: A Practical Guide\",\"datePublished\":\"2015-07-20T10:28:38+00:00\",\"dateModified\":\"2023-04-16T22:20:09+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/align-sales-and-marketing-practical-guide\\\/\"},\"wordCount\":724,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/align-sales-and-marketing-practical-guide\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2023\\\/04\\\/Sales-alignment-2-1.jpg\",\"keywords\":[\"inbound marketing\",\"marketing ops organization\",\"marketing strategy\",\"sales marketing alignment\"],\"articleSection\":[\"Posts\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/merlinleonard.com\\\/en\\\/align-sales-and-marketing-practical-guide\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/align-sales-and-marketing-practical-guide\\\/\",\"url\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/align-sales-and-marketing-practical-guide\\\/\",\"name\":\"Aligning Your Sales and Marketing Teams: A Practical Guide - Merlin\\\/Leonard\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/align-sales-and-marketing-practical-guide\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/align-sales-and-marketing-practical-guide\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2023\\\/04\\\/Sales-alignment-2-1.jpg\",\"datePublished\":\"2015-07-20T10:28:38+00:00\",\"dateModified\":\"2023-04-16T22:20:09+00:00\",\"description\":\"Aligning your sales and marketing teams is not an easy task: here are a few rules to get off to a good start.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/align-sales-and-marketing-practical-guide\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/merlinleonard.com\\\/en\\\/align-sales-and-marketing-practical-guide\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/align-sales-and-marketing-practical-guide\\\/#primaryimage\",\"url\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2023\\\/04\\\/Sales-alignment-2-1.jpg\",\"contentUrl\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2023\\\/04\\\/Sales-alignment-2-1.jpg\",\"width\":940,\"height\":580,\"caption\":\"Aligning your sales and marketing teams: a practical guide\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/align-sales-and-marketing-practical-guide\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Aligning Your Sales and Marketing Teams: A Practical Guide\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/\",\"name\":\"Merlin\\\/Leonard\",\"description\":\"Merlin\\\/Leonard is a marketing consulting firm specializing in the Marketo marketing automation platform. We support you, large groups and ETIs, in the development and implementation of your marketing strategy in order to offer a memorable customer experience.&quot; en &quot;B2B marketing, strategy, automation and ABM: align technology with your objectives.\",\"publisher\":{\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/#organization\"},\"alternateName\":\"M\\\/L\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/#organization\",\"name\":\"Merlin\\\/Leonard\",\"alternateName\":\"M\\\/L\",\"url\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2024\\\/01\\\/merlinleonard-logo-court-carre.png\",\"contentUrl\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2024\\\/01\\\/merlinleonard-logo-court-carre.png\",\"width\":139,\"height\":129,\"caption\":\"Merlin\\\/Leonard\"},\"image\":{\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/MerlinxLeonard\\\/\",\"https:\\\/\\\/x.com\\\/MerlinxLeonard\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/merlin-lonard\\\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/#\\\/schema\\\/person\\\/93183ed8a72e1d4f8f4ca3c5a17f2589\",\"name\":\"Sylvain Davril\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/daee0d0b3f96376e69a2a533e43a49afb66b6e96daef3291c38b4d0d20f86cbb?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/daee0d0b3f96376e69a2a533e43a49afb66b6e96daef3291c38b4d0d20f86cbb?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/daee0d0b3f96376e69a2a533e43a49afb66b6e96daef3291c38b4d0d20f86cbb?s=96&d=mm&r=g\",\"caption\":\"Sylvain Davril\"},\"description\":\"For the past 20 years, Sylvain has been choosing and assembling the best technologies for his key account clients, to help them create a successful end-to-end customer experience. Surely the Leonard of the team, he is a fan - and expert - of Marketo! He sits next to his clients, drives them forward and makes Marketing Automation projects succeed with his team.\",\"sameAs\":[\"https:\\\/\\\/merlinleonard.com\",\"https:\\\/\\\/www.linkedin.com\\\/in\\\/sylvaindavril\\\/\",\"https:\\\/\\\/x.com\\\/sdavril\",\"https:\\\/\\\/videos.merlinleonard.com\\\/\"],\"gender\":\"homme\",\"knowsAbout\":[\"Marketo\",\"Marketing Automation\"],\"knowsLanguage\":[\"Anglais\",\"Fran\u00e7ais\"],\"jobTitle\":\"Leonard & Marketo Architecte\",\"worksFor\":\"Merlin\\\/Leonard\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Aligning Your Sales and Marketing Teams: A Practical Guide - Merlin\/Leonard","description":"Aligning your sales and marketing teams is not an easy task: here are a few rules to get off to a good start.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/merlinleonard.com\/en\/align-sales-and-marketing-practical-guide\/","og_locale":"en_US","og_type":"article","og_title":"Aligning Your Sales and Marketing Teams: A Practical Guide","og_description":"Aligning your sales and marketing teams is not an easy task: here are a few rules to get off to a good start.","og_url":"https:\/\/merlinleonard.com\/en\/align-sales-and-marketing-practical-guide\/","og_site_name":"Merlin\/Leonard","article_publisher":"https:\/\/www.facebook.com\/MerlinxLeonard\/","article_published_time":"2015-07-20T10:28:38+00:00","article_modified_time":"2023-04-16T22:20:09+00:00","og_image":[{"width":940,"height":580,"url":"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2023\/04\/Sales-alignment-2-1.jpg","type":"image\/jpeg"}],"author":"Sylvain Davril","twitter_card":"summary_large_image","twitter_creator":"@sdavril","twitter_site":"@MerlinxLeonard","twitter_misc":{"Written by":"Sylvain Davril","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/merlinleonard.com\/en\/align-sales-and-marketing-practical-guide\/#article","isPartOf":{"@id":"https:\/\/merlinleonard.com\/en\/align-sales-and-marketing-practical-guide\/"},"author":{"name":"Sylvain Davril","@id":"https:\/\/merlinleonard.com\/en\/#\/schema\/person\/93183ed8a72e1d4f8f4ca3c5a17f2589"},"headline":"Aligning Your Sales and Marketing Teams: A Practical Guide","datePublished":"2015-07-20T10:28:38+00:00","dateModified":"2023-04-16T22:20:09+00:00","mainEntityOfPage":{"@id":"https:\/\/merlinleonard.com\/en\/align-sales-and-marketing-practical-guide\/"},"wordCount":724,"commentCount":0,"publisher":{"@id":"https:\/\/merlinleonard.com\/en\/#organization"},"image":{"@id":"https:\/\/merlinleonard.com\/en\/align-sales-and-marketing-practical-guide\/#primaryimage"},"thumbnailUrl":"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2023\/04\/Sales-alignment-2-1.jpg","keywords":["inbound marketing","marketing ops organization","marketing strategy","sales marketing alignment"],"articleSection":["Posts"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/merlinleonard.com\/en\/align-sales-and-marketing-practical-guide\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/merlinleonard.com\/en\/align-sales-and-marketing-practical-guide\/","url":"https:\/\/merlinleonard.com\/en\/align-sales-and-marketing-practical-guide\/","name":"Aligning Your Sales and Marketing Teams: A Practical Guide - Merlin\/Leonard","isPartOf":{"@id":"https:\/\/merlinleonard.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/merlinleonard.com\/en\/align-sales-and-marketing-practical-guide\/#primaryimage"},"image":{"@id":"https:\/\/merlinleonard.com\/en\/align-sales-and-marketing-practical-guide\/#primaryimage"},"thumbnailUrl":"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2023\/04\/Sales-alignment-2-1.jpg","datePublished":"2015-07-20T10:28:38+00:00","dateModified":"2023-04-16T22:20:09+00:00","description":"Aligning your sales and marketing teams is not an easy task: here are a few rules to get off to a good start.","breadcrumb":{"@id":"https:\/\/merlinleonard.com\/en\/align-sales-and-marketing-practical-guide\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/merlinleonard.com\/en\/align-sales-and-marketing-practical-guide\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/merlinleonard.com\/en\/align-sales-and-marketing-practical-guide\/#primaryimage","url":"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2023\/04\/Sales-alignment-2-1.jpg","contentUrl":"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2023\/04\/Sales-alignment-2-1.jpg","width":940,"height":580,"caption":"Aligning your sales and marketing teams: a practical guide"},{"@type":"BreadcrumbList","@id":"https:\/\/merlinleonard.com\/en\/align-sales-and-marketing-practical-guide\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Accueil","item":"https:\/\/merlinleonard.com\/en\/"},{"@type":"ListItem","position":2,"name":"Aligning Your Sales and Marketing Teams: A Practical Guide"}]},{"@type":"WebSite","@id":"https:\/\/merlinleonard.com\/en\/#website","url":"https:\/\/merlinleonard.com\/en\/","name":"Merlin\/Leonard","description":"Merlin\/Leonard is a marketing consulting firm specializing in the Marketo marketing automation platform. We support you, large groups and ETIs, in the development and implementation of your marketing strategy in order to offer a memorable customer experience.&quot; en &quot;B2B marketing, strategy, automation and ABM: align technology with your objectives.","publisher":{"@id":"https:\/\/merlinleonard.com\/en\/#organization"},"alternateName":"M\/L","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/merlinleonard.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/merlinleonard.com\/en\/#organization","name":"Merlin\/Leonard","alternateName":"M\/L","url":"https:\/\/merlinleonard.com\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/merlinleonard.com\/en\/#\/schema\/logo\/image\/","url":"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/01\/merlinleonard-logo-court-carre.png","contentUrl":"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/01\/merlinleonard-logo-court-carre.png","width":139,"height":129,"caption":"Merlin\/Leonard"},"image":{"@id":"https:\/\/merlinleonard.com\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/MerlinxLeonard\/","https:\/\/x.com\/MerlinxLeonard","https:\/\/www.linkedin.com\/company\/merlin-lonard\/"]},{"@type":"Person","@id":"https:\/\/merlinleonard.com\/en\/#\/schema\/person\/93183ed8a72e1d4f8f4ca3c5a17f2589","name":"Sylvain Davril","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/daee0d0b3f96376e69a2a533e43a49afb66b6e96daef3291c38b4d0d20f86cbb?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/daee0d0b3f96376e69a2a533e43a49afb66b6e96daef3291c38b4d0d20f86cbb?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/daee0d0b3f96376e69a2a533e43a49afb66b6e96daef3291c38b4d0d20f86cbb?s=96&d=mm&r=g","caption":"Sylvain Davril"},"description":"For the past 20 years, Sylvain has been choosing and assembling the best technologies for his key account clients, to help them create a successful end-to-end customer experience. Surely the Leonard of the team, he is a fan - and expert - of Marketo! He sits next to his clients, drives them forward and makes Marketing Automation projects succeed with his team.","sameAs":["https:\/\/merlinleonard.com","https:\/\/www.linkedin.com\/in\/sylvaindavril\/","https:\/\/x.com\/sdavril","https:\/\/videos.merlinleonard.com\/"],"gender":"homme","knowsAbout":["Marketo","Marketing Automation"],"knowsLanguage":["Anglais","Fran\u00e7ais"],"jobTitle":"Leonard & Marketo Architecte","worksFor":"Merlin\/Leonard"}]}},"_links":{"self":[{"href":"https:\/\/merlinleonard.com\/en\/wp-json\/wp\/v2\/posts\/839","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/merlinleonard.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/merlinleonard.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/merlinleonard.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/merlinleonard.com\/en\/wp-json\/wp\/v2\/comments?post=839"}],"version-history":[{"count":1,"href":"https:\/\/merlinleonard.com\/en\/wp-json\/wp\/v2\/posts\/839\/revisions"}],"predecessor-version":[{"id":841,"href":"https:\/\/merlinleonard.com\/en\/wp-json\/wp\/v2\/posts\/839\/revisions\/841"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/merlinleonard.com\/en\/wp-json\/wp\/v2\/media\/840"}],"wp:attachment":[{"href":"https:\/\/merlinleonard.com\/en\/wp-json\/wp\/v2\/media?parent=839"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/merlinleonard.com\/en\/wp-json\/wp\/v2\/categories?post=839"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/merlinleonard.com\/en\/wp-json\/wp\/v2\/tags?post=839"},{"taxonomy":"technology","embeddable":true,"href":"https:\/\/merlinleonard.com\/en\/wp-json\/wp\/v2\/technology?post=839"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}