• Taco Tuesday
  • Posts
  • 🌮 Stop Letting Marketing & Sales Operate in Silos

🌮 Stop Letting Marketing & Sales Operate in Silos

66% of marketing and sales teams leave meetings with each other feeling neutral or worse.

Author

Davis Potter
March 04, 2025

What’s up everyone! Welcome to 🌮 Taco Tuesday, a newsletter by ForgeX.

In here we share the latest and greatest around our Account-Based GTM research, provide our perspective on trending topics, and highlight what’s new at ForgeX.

🎵 First Off… Siloed GTM Teams Must Cease to Exist

Source: ForgeX Research

Siloed revenue teams are a liability.

Over the first 10 weeks of FY'25, we've witnessed a continued shift towards the adoption of a holistic account-based GTM strategy across all revenue teams.

With top performing GTM teams operating in harmony, like a well-conducted orchestra.

Yet, despite the need for alignment, sales and marketing still struggle to get on the same page.

🤝 Unrealistic Expectations Are Stunting Sales & Marketing Alignment

When organizations fail to perform like an orchestra, a lack of strategic alignment leads to resource waste and inefficiency.

Consequently, resulting in stunted revenue growth and missed organizational goals.

When focusing on marketing and sales alignment, data shows that organizations with complete alignment between these functions are 2.3x more likely to hit their revenue target.

Although marketing and sales alignment is the goal, most organizations are far from best-in-class.

New research surveying 500 marketing and sales professionals indicates that 66% of respondents feel “neutral” or “negative” after meeting with their counterparts.

This statistic is alarming.

And the fact that sales practitioners cite “unrealistic expectations” as the #1 challenge they face when collaborating with marketing does not help.

🛠️ Fixing the Alignment Problem

Source: Account-Based GTM Architecture™ by ForgeX

Aligning revenue teams requires a Collaboration Flywheel and setting realistic expectations that evolve with your ABM program’s crawl-walk-run maturity.

Collaboration Flywheel: A standardized operating model that clarifies roles, responsibilities, and SLAs, establishing strategic and executional guidance for all stakeholders.

ForgeX Research

The Collaboration Flywheel Consists of 5 Core Pillars:

  1. Cross-functional Roles

  2. Sales Partnership Depth

  3. Cross-functional Team Partnership

  4. Garnering Executive Buy-in

  5. Internal Communication Strategy

Without clear SLAs, realistic OKRs, and a structured implementation plan, you're setting your program up to fail.

What’s New at ForgeX?

🌮 Events

Upcoming In-Person:

🌮 ForgeX Files Podcast

🌮 Research & Insights

Join +700 ABM leaders and become a ForgeX member to access our full research library, step-by-step frameworks, benchmark data and community.

Have an awesome rest of the week y’all!

LFG,

Davis