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Sales and marketing are often seen as two sides of the same coin - but in far too many businesses, they’re operating worlds apart. In this episode of Marketing Espresso, I sit down with Dominic Parsonson to explore why sales and marketing alignment isn’t just “nice to have” - it’s essential for business growth.

Dominic brings decades of experience in sales leadership and CRM implementation, and together we dive into why misalignment happens, what it costs businesses, and how to fix it. From shared KPIs to better communication between departments, we unpack how teams can move from blame to collaboration.

We also talk about why CRMs fail when they’re treated as IT projects, how leadership buy-in makes or breaks success, and why understanding your customer journey requires everyone - from the C-suite to the factory floor - to be involved.

This is a practical and candid conversation for anyone in sales, marketing, or management who’s tired of hearing “the leads are rubbish” or “sales just don’t follow up.”

Key Takeaways

True alignment between sales and marketing starts with communication. Both teams need to speak the same language, share common goals, and understand that they rely on each other’s success. CRMs should be tools that serve people - not admin burdens - and leadership needs to set the tone by fostering collaboration rather than competition.

When salespeople spend time with marketers (and vice versa), they gain invaluable insight into customer needs and the buyer journey. It’s through these connections that messaging becomes sharper, strategy becomes stronger, and customers experience a unified brand.

Actions You Can Take

• Get your sales, marketing, and leadership teams in the same room to define your shared value proposition and ideal customer profile.
• Create at least one shared KPI that both departments are accountable for - such as revenue growth or lead-to-conversion rate.
• Review your CRM setup. Is it helping both teams do their jobs better, or is it just collecting dust?
• Encourage team “ride-alongs” - let marketers shadow sales calls, and salespeople spend time in marketing meetings.
• Build open communication habits. A casual lunch between departments can often solve more problems than another formal meeting.

When sales and marketing start speaking the same language, the business grows faster - and everyone wins.

Connect with Dominic
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This podcast has been produced and edited by Snappystreet Creative