Ask a sales or marketing team what their biggest frustration is, and you may hear some version of:

“We’re doing our part—but they’re not holding up their end.”

Tension between sales and marketing is nothing new. But when left unresolved, it drags down revenue, hurts morale, and creates a disjointed customer experience.

The good news? You don’t need a major restructure to fix it. You just need better alignment.

At Isthmian Group, we help organizations bridge the gap between sales and marketing with simple, cross-functional strategies that build trust and drive performance.

Where Sales and Marketing Misalignment Shows Up

• Different definitions of a “qualified lead"
• Sales decks and emails that don’t match the brand voice or message
• Marketing campaigns that drive traffic… but not conversions
• Sales teams creating their own off-brand materials
• Marketing not knowing what content sales actually uses
• CRM notes and reports telling two different stories

These disconnects aren’t just annoying—they’re expensive.

What Alignment Actually Looks Like

• Shared Goals
  Create joint KPIs that connect sales performance to marketing contribution—like lead-to-opportunity conversion, average deal size, or sales cycle length.

• Collaborative Content Development
  Create joint KPIs that connect sales performance to marketing contribution—like lead-to-opportunity conversion, average deal size, or sales cycle length.

• Shared Goals
  Create joint KPIs that connect sales performance to marketing contribution—like lead-to-opportunity conversion, average deal size, or sales cycle length.

• Shared Goals
  Create joint KPIs that connect sales performance to marketing contribution—like lead-to-opportunity conversion, average deal size, or sales cycle length.

‍Get input from your sales team before launching new campaigns, assets, or nurture sequences. Sales knows what prospects are asking—use it.

Regular Check-Ins, Not Just Handoffs

‍We encourage clients to hold monthly “pipeline syncs” where both teams review lead quality, messaging feedback, and what’s resonating (or not).

Unified Messaging

‍Align on your core value proposition and buyer personas. Then reinforce them everywhere—from one-pagers and paid ads to follow-up emails and proposal language.

CRM that Works for Both Sides

‍Make sure marketing can track lead sources and outcomes, and sales can easily access content, notes, and automation support.

This Isn’t About Control—It’s About Collaboration

The best marketing campaigns are built with sales in the room. And the best sales people are more effective when they’re backed by strategy-aligned content.

You don’t need a new org chart to make this work. You need structure, conversation, and a shared understanding of who your buyer is—and how you’re solving their problem.

Let’s Build the Bridge Between Sales and Marketing

We help organizations create shared language, synced systems, and a playbook both teams can rally around. Whether you're launching a new campaign or overhauling your pipeline, we’ll help you go further—together.

Sales and marketing don’t need to compete. They just need an aligned strategy. Let’s build it.