Sales and Brand Alignment: The B2B Growth Hack You’re Ignoring

Same Goal, Different Playbooks

Sales and marketing are chasing the same target: revenue. But most of the time, they’re operating from entirely different rulebooks.

• Only 8% of companies say they have strong sales–marketing alignment, according to Corporate Visions.
• Companies with aligned teams generate 208% more marketing revenue and 67% better deal-close rates (Brainstorm Club).
• 53% of companies say leads drop through the cracks during hand-offs from sales to marketing.

Where the Disconnect Happens

Marketers create campaigns, assets, decks, and one-pagers. Sales reps improvise because they can’t find what they need or don’t trust it to work.

That’s potentially 12% of your marketing budget wasted.

• Sales reps only get 17% of a buyer’s attention during the decision process (Consensus Report 2025)
• 96% of buyers do independent research before contacting sales (HubSpot)

The Fix? Sales + Brand Alignment

When you get sales and marketing in sync:

• Deals close faster
• Customer trust increases
• Sales cycles shrink
• You retain 36% more customers and grow 19% faster (SalesGenie)

Collaborate on Sales Content

Sales hears objections daily. Marketing knows how to shape the story. Together, they can produce content that answers real concerns, speeds up decision-making, and gives the sales team confidence.

Example: Sales says prospects always ask, “How are you different?”

Marketing can turn that into:

• A sharp landing page
• A deck slide
• A sales email template

This helps eliminate the 32% of sales reps’ time currently wasted on building or searching for content (G2 Learn).

Shift to Buyer-Centric Messaging

Marketing tends to speak in features and benefits. Sales focuses on solving problems. Your buyers? They want clarity, value, and a shortcut to success.

Build out buyer personas and map content to their pain points so both teams are aligned and buyers feel seen.

Analyse and Adapt (Together)

Fancy campaign? Great. Knowing it worked is better. Set up recurring sessions where sales shares frontline insights with marketing, especially from deals that fell through or never moved forward.

Use:

• Shared Google Sheets or dashboards
• Slack channels for objections and feedback
• Quick weekly huddles

This culture of feedback leads to smarter campaigns and stronger sales conversations.

Make Content Easy to Find

Sales reps need to act in real time. They can’t dig through random folders or outdated Dropbox links. Setup:

• A central cloud-based hub
• Content tagged by industry, persona, funnel stage, or feature
• Editable templates and branding guidelines

Over 90% of companies now have a sales enablement system (1up.ai), don’t get left behind.

Build a Culture of Collaboration

This isn’t just about tech and templates. It’s about team energy. Get sales and marketing in the same meetings, the same strategy chats, the same lunch table. Or better yet, take the team (and office cats 🐾) on a walk.

When humans connect, alignment follows.

Final Word: Conversion Has No Patience for Misalignment

Your buyer doesn’t care if marketing didn’t send the right doc or sales skipped the deck. They care about clarity. Value. Simplicity.

Aligned teams speak with one voice, and that voice closes more deals.

Who We Are

9Point Design is a strategy-led B2B branding agency. We help brands align internally and externally — across marketing, sales, and employer branding to build trust, clarity, and connection.

📕 Let’s build a brand that sells.