The Future of ?
In Forrester’s report, The Future of Marketing and Sales Alignment, analysts John Arnold and Rick Bradberry challenge a long-standing assumption in B2B organizations: that sales and marketing are working in harmony.
The reality? Many aren’t.
According to Forrester’s Q2 2024 research, while 82% of executives believe their sales and marketing teams are aligned, 65% of marketing and sales professionals don’t feel the same. The gap is more than perception—it’s operational.
Misalignment Isn’t Just a Buzzword
What’s driving the disconnect?
- Buyers are more self-directed than ever, engaging late in the sales process and relying heavily on marketing content early on.
- Marketing and sales technologies are increasingly overlapping, causing role confusion.
- In many cases, "alignment" is reduced to monthly meetings, shared dashboards, or joint KPIs—without actual shared ownership of outcomes.
Forrester argues that what companies have traditionally called “alignment” is no longer sufficient. Instead, organizations need to build what they term a customer-obsessed partnership model—a more integrated, collaborative, and buyer-focused approach.
Toward a New Operating Model
The report outlines four emerging partnership paradigms that aim to reshape how marketing and sales teams function together. While the details vary, the core idea remains: alignment isn’t a status—it’s a system.
That system requires:
- Shared visibility into campaign work and customer interactions
- Defined ownership across the buyer journey
- Real-time collaboration rather than sequential handoffs
- Data integration that enables joint insights and decision-making
These aren’t just cultural shifts—they’re operational ones.
Is a Project Management Platform Part of the Answer?
One could argue that a modern, transparent project management platform—used jointly by marketing and sales—naturally addresses many of the challenges Forrester identifies.
When teams have a shared view of:
- Campaign planning and execution timelines
- Sales enablement asset delivery
- Performance metrics mapped to customer journey stages
- Task owners and accountability frameworks
...alignment moves from theory to practice. Misunderstandings become less frequent. Work stops falling through the cracks. Teams are no longer siloed in their execution—or in their view of success.
But a tool alone won’t fix misalignment. It’s the intent behind its use that matters. The question becomes: are marketing and sales teams using shared platforms to orchestrate outcomes together—or just coexisting in the same system?
Alignment That Scales
Forrester’s report closes with a reminder: the future of B2B growth depends on whether companies can evolve from structured silos into flexible, customer-focused ecosystems. Tools, processes, and teams must be reimagined accordingly.
For organizations exploring how to modernize their approach, platforms like PlaybookM might provide part of the infrastructure needed to bring that vision to life. But alignment, ultimately, is a choice.
Final Thought
The old model of marketing handing off leads to sales is fading. Replacing it requires more than collaboration—it requires shared execution. Whether through new team structures, revised KPIs, or platforms that support integrated workflows, the next era of alignment will be built—not declared.
Are you ready to make that shift?
References
The Future of Marketing and Sales Alignment – Forrester (report) Forrester Blog: “When It Comes To Sales And Marketing Alignment, Data Needs To Come Before People” – Seth Marrs Forrester Podcast: What It Means – Episode 394: Future of B2B Marketing & Sales Alignment Improvado: Sales and Marketing Alignment Stats LinkedIn Article: “The Truth About Sales and Marketing Alignment” Pedowitz Group: The Future of Sales and Marketing Alignment