Aligning marketing and sales to optimize revenue growth | Author | Founder, RevEngine™
A documented buyer journey is not the same as an aligned buyer journey. One collects dust in a slide deck. The other drives revenue flow. 𝗔 𝗗𝗼𝗰𝘂𝗺𝗲𝗻𝘁𝗲𝗱 𝗝𝗼𝘂𝗿𝗻𝗲𝘆 • Built in isolation by one function • Anchored to internal stages, not buyer behavior • Creates confusion at handoffs • Looks polished but breaks down in the field 𝗔𝗻 𝗔𝗹𝗶𝗴𝗻𝗲𝗱 𝗝𝗼𝘂𝗿𝗻𝗲𝘆 • Co-created by sales and marketing • Mirrors how buyers actually buy • Defines clear ownership at every stage • Includes escalation triggers when deals stall The difference shows up in pipeline velocity, forecast accuracy, and CAC efficiency. Which version does your company have today?
