Is it time for you to build a marketing team?

A high-performing marketing team drives awareness, engagement, and, ultimately, business growth. 

But even the most skilled marketers can struggle if they do not work with the sales department. 

When marketing and sales are aligned, your business generates better leads, converts more customers, and creates a smoother journey from prospect to client.

Collaboration, shared goals, and a clear process for handing off leads between teams is key to this alignment. 

Without this, marketing could generate leads that sales can’t convert, or sales might not be following up effectively on marketing’s efforts. 

In this article I am going to break down how to build a marketing team that works in sync with sales, ensuring long-term success.

This is the next step after defining your the priorities of your marketing campaigns and marketing channels.

Why Marketing and Sales Need to Work Together

Marketing and sales often work towards the same goal - increasing revenue - but they approach it from different angles. 

Marketing focuses on attracting and nurturing leads, while sales focuses on closing deals. 

When these two functions aren’t connected, they create inefficiencies, wasted effort, and lost opportunities.

What Happens When Marketing and Sales Are Disconnected?

• Marketing generates leads that aren’t ready to buy, frustrating the sales team.
• Sales teams focus only on short-term conversions without nurturing leads for long-term success.
• Customer experience becomes disjointed, making it harder to build trust.

Imagine the opposite: A marketing and sales team that collaborates seamlessly.

What Happens When Marketing and Sales Are Aligned?

• Leads are high-quality and ready to buy.
• Sales teams know exactly what marketing is doing and can follow up with context.
• The customer journey feels natural, rather than forced or confusing.

A connected team isn’t just nice to have - it’s key for long-term growth.

Step 1: Define Clear Roles and Responsibilities

The first step in aligning marketing and sales is ensuring that everyone knows their role. 

This avoids overlap, missed opportunities, and confusion.

Marketing’s Role

• Generate leads through inbound and outbound campaigns.
• Educate and nurture leads through content and engagement.
• Qualify leads before passing them to sales.

Sales’ Role

• Follow up with qualified leads at the right time.
• Address objections and close deals.
• Provide feedback to marketing on lead quality and sales trends.

Marketing and sales shouldn’t operate in silos - instead, they should work as one revenue-generating team.

Step 2: Create a Seamless Lead Handoff Process

One of the most important aspects of marketing-sales alignment is the lead handoff - when a marketing-qualified lead (MQL) becomes a sales-qualified lead (SQL).

Example: A Consulting Firm’s Lead Handoff

• Marketing runs a webinar and captures sign-ups.
• Leads that engage with follow-up emails are tagged as warm prospects.
• Sales receives a list of attendees who showed the most interest and reaches out.
• The CRM tracks interactions, ensuring a smooth transition between teams.

Without this structured process, leads can fall through the cracks, and potential clients may never hear from sales immediately.

Step 3: Implement Shared Metrics and Goals

Conflicting goals are one of the most significant sources of tension between marketing and sales.

If marketing is measured by lead volume but sales is measured by revenue, they might work against each other.

Shared Metrics That Drive Alignment:

Example: Prioritising Marketing for a Business Consultant

A business coach wants to increase cash flow quickly while maintaining long-term credibility.

Priority Approach:

• Immediate win: Launches a 3-day VIP business strategy session offer to generate quick revenue.
• Long-term play: Uses the revenue to invest in organic content and lead nurturing sequences.
• Sustainable growth: Converts VIP clients into long-term coaching programs.

This method ensures a steady cash flow while building deeper relationships and brand trust.

Your Next Steps

Fast cash campaigns aren’t just about quick wins - they’re about strategically supporting your long-term vision. 

By balancing immediate revenue with sustainable growth, you create a marketing strategy that keeps your business thriving.

Immediate Actions:

• Assess your current marketing priorities—where do you need quick revenue boosts?
• Choose a campaign type that aligns with your goals and customer base.
• Get expert help with a FREE Business Growth Audit to optimise your marketing strategy. 

Kase Dean is a Business Growth Consultant and Strategic Marketing Expert with over 14 years of experience helping service-based business owners, consultants, and agencies scale their businesses sustainably. 

As the founder of ASN Startup™, he provides structured growth systems that help entrepreneurs move beyond unpredictable revenue, step into leadership, and build scalable, profitable businesses.

Kase specialises in marketing strategy, pricing and revenue models, sales systems, and leadership development, empowering business owners to create predictable growth without burnout. 

His expertise has helped countless professionals streamline their marketing, automate client acquisition, and position themselves as industry leaders.

When he’s not working with clients, Kase shares insightful strategies on business growth, marketing automation, and leadership through his writing, workshops, and coaching programs.

Want to work with Kase? Book a Free Business Growth Audit to get expert guidance on scaling your business with clarity and confidence.

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Attract Sell Nurture and ASN are trading names of Kase Dean Limited. Kase Dean Limited is registered in England and Wales, company number 11675593. Registered office: 86-90 Paul Street, London, EC2A 4NE.