How Sales and Marketing Should Work Together on LinkedIn
Break down silos and generate better leads with these strategies
Sales and marketing alignment isn't optional. It's essential for LinkedIn success.
Here's how to make it work.
Agree on lead definitions. What makes someone sales-qualified? Get specific. Job title? Company size? Engagement level? Write it down.
Share performance data. Marketing should see what leads convert. Sales should see campaign performance. Transparency builds trust.
Create feedback loops. Sales tells marketing which leads are quality. Marketing adjusts targeting and messaging accordingly.
Collaborate on messaging. Sales talks to prospects daily. They know what objections come up. Marketing should use these insights in ads.
Align on lead follow-up. How quickly will sales contact a lead? What's the process? Leads go cold without quick follow-up.
Use the same terminology. If marketing calls it "demo" but sales says "consultation," confusion happens. Pick one term.
Set shared goals. Marketing and sales should both be measured on pipeline and revenue, not just their individual metrics.
Have regular sync meetings. Weekly or bi-weekly check-ins keep everyone aligned.
Enable sales with marketing content. Give sales teams case studies, one-pagers, and decks they can use in conversations.
Let sales promote content too. When sales people share marketing content on LinkedIn, it extends organic reach.
Test sales insights in ads. If sales learns a new pain point is trending, marketing can test it in ad copy immediately.
Celebrate wins together. When a campaign drives closed deals, make sure sales knows marketing's role.
Build joint campaigns. Sales can identify target accounts. Marketing can create ABM campaigns to reach them.
What kills alignment:
Marketing generates leads sales doesn't want
Sales doesn't follow up quickly
Blame games when things don't work
Lack of communication
Different priorities and incentives
Stirling helps by creating ads that align with sales messaging. When marketing ads use language that sales uses in conversations, the entire funnel works more smoothly.
Aligned teams win. Siloed teams struggle. Choose alignment.
