Gartner Research

Strengthen B2B Demand Generation by Aligning Marketing and Sales

Published: 11 July 2018

ID: G00361169

Analyst(s): Noah Elkin


Successful B2B demand generation programs rely on close alignment between marketing and sales. Fostering alignment maximizes the ability of marketing leaders in B2B organizations to engage high-value prospects and customers. Use Gartner's A-C-E model to keep marketing and sales working in sync.

Table Of Contents


  • Align Marketing and Sales Around Customer Outcomes
  • Get Your Lead Management House in Order by Focusing on Maturity and Lead Quality Perception Gaps
    • Advance Lead Management Initiatives Across the Organization With a "Council"
  • Use Martech Tools to Keep Marketing and Sales in Sync by Tracking Delivery Against Marketing and Organizational Goals
  • What to Do Next:

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.