The workforce solutions market is very competitive right now – tight markets expose gaps and pipelines suffer.
What’s often overlooked is that pipeline problems in staffing and workforce solutions rarely stem from just sales execution. More often, the real friction sits upstream—buyers unclear on the business case or the value proposition, internal teams not aligned, or content that doesn’t reflect how your clients actually buy or what they really need to know.
This presents a great opportunity for sales and marketing to work together to create a revenue-generating engine.
The reality is clear: companies with strong sales and marketing alignment achieve 38% higher win rates. Yet in many organizations, these departments are still running in parallel, not partnership.
In today’s B2B environment, where 9 out of 10 buyers say content influences their purchasing decisions, we simply can’t afford to operate in silos.
We built a 5-step process to move from talk to action.
Let’s break it down:
STRATEGY FIRST: A Roadmap for Real Alignment
- Align departmental goals: Revenue targets, proposals, customer acquisition — they should all be co-owned.
- Build the journey together: Co-create the buyer roadmap, ideal profiles, and value propositions. You’ll uncover connection points you didn’t even know were there.
- Create market relevance: Ground every marketing move in sales reality. Nothing should be ad hoc, nor off the shelf. Conduct market assessments. Know your buyer’s operating realities. Make your differentiators relevant to them. Know your competition. Understand the frictions.
- Incentivize alignment: Bonus plans that reward both departments when goals are hit? That’s smart structure.
PROCESS: The Machine Behind the Magic
A great strategy falls flat without a rock-solid process. Alignment becomes reality when teams:
- Co-create content and tools grounded in real sales conversations.
- Use CRM as a shared intelligence tool, not a dumping ground, and feedback loops are tight.
- Build nurture, prospecting, and enablement programs together.
- Hold joint reviews, debriefs, and Go/No-Go decisions.
This isn’t about a better handoff — it’s about eliminating the handoff altogether.
DATA: Decisions Driven by Reality
If you’re not analyzing together, you’re guessing apart.
Dig into win/loss data together.
Share CRM insights together.
Align on lead assessment, ROI, SEO, and user behavior together.
TRACTION: Culture, Cadence & Coaching
The highest-performing teams don’t just talk alignment — they live it.
They coach to it.
They train for it.
They build onboarding plans around it.
And they track team behaviors to drive predictable growth.
This doesn’t happen by chance. It happens by design.
PEOPLE: It’s Always about the People
At the end of the day, alignment is a people issue.
Hiring, onboarding, development, and performance goals must reflect a shared mission — not two separate scoreboards. Leaders need to ask: Are we selecting, training, and rewarding people who thrive in a collaborative culture?
When sales and marketing truly align, everyone wins — especially the buyer. And you move into repeatable revenue.
Want to build a culture of alignment? Let’s talk about how marketing can move pipeline and drive repeatable revenue.
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