Gartner Research

Build a Revenue Council to Foster Marketing and Sales Alignment

Published: 25 April 2022

Summary

Growing revenue relies on coordinating strategy, process and tactics between marketing and sales. CMOs must work with sales colleagues to form a revenue council to establish shared objectives, metrics and ways to work across the end-to-end revenue process and maintain alignment on an ongoing basis.

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Overview

Key Findings
  • Marketing leaders and their sales counterparts interested in pursuing marketing and sales alignment struggle to drive consistent collaboration.

  • Organizations are unsure about how to signal the importance of revenue alignment across teams and how to codify the scope of alignment activities.

  • Aligned organizations drive more revenue growth than nonaligned organizations, but it is not always apparent how to measure the progress of alignment.

Recommendations

To support customer acquisition and retention with marketing and sales alignment:

  • Create a cross-functional revenue council with clear objectives to keep the organization focused on the ongoing process of alignment among marketing and sales teams.

  • Develop a

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Analysts:

Jeffrey L. Cohen

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