Do your sales reps complain about being sent to regions with low potential while marketing teams struggle to generate quality leads? If this sounds familiar, you’re facing a disconnect dilemma. A collaboration chasm. A pipeline pothole.
There’s nothing funny about wasted resources, missed opportunities, and declining revenue growth. But there are ways to bridge this alignment anomaly through consistent messaging, shared goals and data, automated tools designed specifically for territory management, and clear communication.
Organizations that encourage collaboration are five times more likely to achieve better results. If 2025 is the year for bridging the sales and marketing disconnect for effective territory planning, here are five ways to get started.
1. Support One Consistent Message
When asked if collaboration was essential for improving workplace engagement, 75 percent said yes. However, only 27% of those employees received communication training, and only 18% had their communication skills assessed during performance reviews.
Clear communication among your RevOps team builds a strong partnership between sales and marketing teams, which leads to a cohesive narrative that is shared consistently with potential customers. That means every piece of collateral, from advertisements to sales pitches, resonates with a clear and trusted message that begins within your teams.
2. Focus on Shared Goals
By establishing collaborative objectives and performance metrics, sales and marketing can align their efforts to achieve a shared vision.
“While a team may succeed in a specific task, the ultimate goal should go beyond individual metrics. Everyone, even if it’s not part of their role, contributes to the bigger picture of growing the business,” Greg Kihlstrom at Martech, explained. “However, focusing solely on one metric can distract from this broader goal. Make sure all teams share a unified vision with common key performance indicators (KPIs).”
This synergy leads to the creation of focused strategies that empower both teams to work side by side, optimizing their operations to enhance the effectiveness of territory planning and drive better outcomes.
3. Understand Customer Needs
Most sales teams live and breathe by their quotas. But they sometimes forget that marketing wants them to reach those sales quotas too. When sales reps share details about new market challenges, the marketing team likely has also seen the numbers and understands those frustrations.
In a workplace survey, 85 percent of employees blamed project failures on the lack of collaboration and inadequate communication.
Open lines of communication encourage sales and marketing to share insights regarding customer feedback and market challenges. This exchange of information and structured customer feedback equips marketing teams to design campaigns that directly address the specific pain points faced by customers and helps them refine their messaging and strategies based on real-world insights.
4. Optimize Resource Allocation
What’s the slogan for RevOps? Infinite ideas, finite resources. There is always room for creative sales strategies in go-to-market campaigns–on the condition that teams work together to optimize limited resources that bolster your bottom line.
Did you know poor data quality busts 21 percent of media budgets annually? Moreover, 26 percent of marketing campaigns miss the intended market target because of poor data quality.
What’s the lesson here? When in doubt–start with the data. When sales and marketing teams use accurate data to structure strategies and priorities, it allows for a well-coordinated approach to resource allocation to focus on initiatives that promise maximum return on investment, which strengthens the overall performance of territory plans.
Regular interaction between sales and marketing keeps both teams aware of market shifts and evolving customer preferences within this agile go-to-market space. Together, they can quickly adapt territory plans to new opportunities or challenges.
5. Use Collaborative Technology
Speaking of technology, did you know that 90% of businesses use some form of online collaboration for their internal communications? The Fullcast platform offers a unified solution for sales and marketing teams by providing a single source of truth for all relevant data and insights.
Despite the rapid move toward RevOps tools for process planning and territory management, teams often struggle with fragmented data. Fullcast addresses this challenge by integrating and centralizing data from various sources to equip sales and marketing teams with accurate, up-to-date information.
Users can leverage Fullcast’s SmartPlan AI to optimize territory distribution and empower your sales team to reach their targets confidently. Teams can use real-time capacity-planning tools to assess the resources required to meet quotas and plan for new hires. No spreadsheets. No manual data cleansing. Just the sweet, sweet sound of AI-assisted automation tools doing all of the work for you.
Don’t start the new year with siloes. Bridge the gap between sales and marketing teams to create a robust framework for effective territory planning in 2025 to enhance Go-to-Market strategies and ignite sustainable success.
