Apr 18, 2023
In today’s episode of Centricity, our host Sean Doyle meets with
Rom LaPointe to discuss LaPointe’s guide to aligning sales and
marketing, and why it is important.
and Sales Alignment
If you want your business to be maximally productive, then you have
to align sales and marketing.
The best way to align sales and marketing is to STOP focusing on
sales and marketing. Instead, put the buyer first and make them
your central focus. Align sales to the customer, then align
marketing to the customer and you’ll achieve sales and marketing
Although sales and marketing alignment is important, there’s also a
key distinction between the two: Sales is focused more on the short
term while marketing is focused on the long term. To properly align
sales and marketing, this discrepancy has to be
LaPointe recommends a similar approach to Navy SEAL teams. Have
small, autonomous groups of people who are proficient at both sales
and marketing. At the same time, however, keep overall sales and
marketing separate but interconnected.
If you want to learn more about culture in the workplace, or just
want to connect with LaPointe, you can check out his newsletter or
blog on his website