Synchronized swimming is a beautiful thing to watch. A team that excels at the sport is the living incarnation of a well-oiled machine, with each member performing their part perfectly while being acutely aware of how they fit in with their teammates’ pace and movements. Every swimmer must be perfectly aligned with the group, or else the whole performance will look disjointed and sloppy.

Businesses have a lot to learn from synchronized swimming teams. Each employee should be working towards a key organizational goal and doing their part to drive growth. If one team isn’t carrying their weight or is out of step with the rest of the company, you could be missing out on customers or an opportunity to grow.

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This is especially true when it comes to Sales and Marketing. In an ideal world, sales and marketing processes would be built with the other team in mind. Marketers should be attracting and nurturing leads with targeted content so that qualified prospects can be passed onto Sales, while sales reps should convert those prospects into customers. To execute on these goals, both teams need to be aligned on what it means for a lead to be properly qualified and what your company’s target buyer looks like. 

It’s all well and good to tout the virtues of smarketing in theory, but what about the hard data supporting synchronization? Here are some numbers that just might convince you of the value of Sales and Marketing alignment:

  • Misalignment between sales and marketing technologies and processes costs B2B companies 10% of revenue or more per year.
  • Companies with good smarketing practices in place generated 208% more revenue from marketing efforts.
  • When sales and marketing teams work together, companies see 36% higher customer retention and 38% higher sales win rates.

Flip through the SlideShare below from The TAS Group to get an in-depth understanding of why your marketing and sales teams should sync up today.



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 sla template

Originally published Apr 20, 2015 7:00:00 AM, updated January 22 2020


Sales and Marketing Alignment