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Sales and Marketing Alignment

Sales and marketing alignment has been a board-level priority for years, yet for many B2B organisations the biggest friction still lives in the details, incentives, data models, tooling, and day-to-day execution. From commission structures and lead tiering to buying groups, CRM architecture, and marketing operations, alignment isn’t simply about communication, it’s about shared systems, shared signals, and shared accountability for revenue. In this episode of B2B Marketing Futures, senior go-to-market leaders come together for a candid roundtable discussion on where alignment breaks down in practice, what frameworks actually improve collaboration, and how modern GTM teams can move from lead-based thinking to true revenue partnership. Participants: • Ravali Dodia, Director, Integrated Marketing Campaigns, ServiceNow • Melissa Kasey, VP GTM Business Systems, Yext Chapters: 00:00 Defining Success in Sales and Marketing 02:48 Building Trust Between Teams 05:15 The Importance of Visibility 07:56 Quality Over Quantity in Leads 09:41 Transitioning to Account-Based Strategies 13:08 Navigating the Vendor Landscape 14:53 Cross-Functional Collaboration 18:23 Trial and Error in Implementation 22:03 Consistency in Metrics and Communication 23:52 Challenges of Attribution 26:07 Learning from Experience