Sales & Marketing Alignment for UK businesses.
Give sales and marketing a shared definition of progress. I help UK business owners connect their teams, message and follow-up so opportunities move forward with clear ownership.
Based in Wrexham. Supporting businesses across the UK.
What is sales & marketing alignment?
Sales and marketing alignment means both functions agree who they want to win, what makes an opportunity suitable, how leads are handed over and how progress is measured. My work turns those agreements into a practical process, with shared language and a review rhythm the team can use.
When this support makes sense
Marketing reports engagement while sales reports poor lead quality. Prospects receive conflicting messages, nobody agrees when a lead is ready or the owner has to keep chasing the next step. These are process and decision-making issues as much as communication issues.
Agree the customer you are trying to win
We start with the target customer, the offer and the commercial objective. Sales brings the questions, objections and buying signals from real conversations. Marketing brings what people respond to and the routes by which they find the business.
Together, we define a suitable opportunity using criteria relevant to your service. That can include customer need, commercial fit, timing and access to the decision-maker. A shared definition is more useful than a target to generate more names.
Create a handover that people can follow
I review how an enquiry moves from the first interaction into a conversation, a quote and a decision. We agree who owns each stage, what information must travel with the enquiry and how the next action is recorded.
The process should be proportionate to the business. A small team may need a simple pipeline and a consistent review. A larger team may need more explicit qualification and handover rules. The objective is clarity, not extra administration.
Bring customer feedback into the content
Sales conversations reveal what customers struggle to understand. Those questions should shape service pages, follow-up resources and campaign messages. Marketing can then help prospects arrive better informed, while sales can use the same material in its conversations.
My book, The Glue: Why Sales & Marketing Must Stick Together, explores the connection at the heart of this work. The practical task is to make that connection visible in how your team operates.
Use shared measures to improve the process
We choose measures that show movement through the customer journey. Examples include enquiry-to-meeting conversion, the quality of opportunities, quote conversion and reasons for lost business. We use the figures to identify where the process needs attention.
Regular review connects the numbers with the conversations behind them. The result should be useful decisions about targeting, messaging and follow-up, rather than two teams defending separate reports.
See the work in context
The RightSort commercial reset illustrates the connection between proposition, service content, website enquiries and sales conversations. It provides a concrete example to discuss alongside your own process.
Read the client case study →Every engagement has its own starting point, resources and market. A previous project is evidence of experience, rather than a promise of the same outcome for another business.
Work with me across the UK
I am based in Wrexham and work with businesses nationwide. Remote collaboration gives us a practical way to review priorities, develop the work and stay in touch. Any on-site involvement, travel and delivery arrangements are agreed around your business and the engagement.
You work with me on the agreed commercial scope. Where Momentum provides delivery or Gain Momentum supports the workflow, I explain that role and any associated arrangements in the proposal.
Read about my background · Explore Gain Momentum · Learn about Momentum
More practical thinking
Your questions answered
What are signs that sales and marketing are misaligned?
Common signs include disagreement about lead quality, inconsistent messages, unclear handovers and reports that do not connect activity with opportunities. The diagnosis depends on how your business actually wins customers.
Do we need a new CRM to align the teams?
Not necessarily. We first agree the process, definitions and responsibilities. Existing tools may be sufficient; a system change should follow a clear operational need rather than replace that discussion.
Can this work in a small business without separate departments?
Yes. Alignment matters when one person handles marketing and another handles sales, or when an owner manages both. The process can be kept simple and matched to the people involved.
What needs to move forward in your business?
Tell me where you are today, the customers you want to win and what is getting in the way. We can establish whether this is the right support and agree a useful next step.
Start a conversation →