Strategy & Alignment
Why Sales and Marketing still don’t align
Marketing says they delivered 100 MQLs. Sales says they got 15 worth pursuing. Both are right. That's the alignment problem.
April 4, 2026
B2B marketing and sales alignment breaks down when ownership is unclear and handoffs are undefined. How B2B companies can close the gap between strategy and execution — and why most GTM friction starts here.
More insights across the topics that shape how B2B marketing teams operate, execute and grow.