The Top 3 Obstacles Stopping You from Aligning Your Teams (and How to Overcome Them)

Why Misaligned Teams Are Holding Back Your Revenue Growth—and How You Can Fix It

In today’s complex B2B landscape, it’s no secret that revenue leaders are facing an uphill battle. You have the pressure to deliver consistent growth, but one of the biggest challenges holding organisations back is the lack of alignment across their teams—marketing, sales, and customer success. When these key departments operate in silos, not only does it create inefficiencies, but it also leads to a fragmented customer journey and stunted growth.

Our 18-month benchmark study revealed some eye-opening stats about the impact of misaligned teams and the potential upside of fixing this. Here’s what we found:

• Meeting rates increased by 30x when teams aligned their funnels and worked collaboratively.
• Stakeholder engagement increased by 6x with multi-threading—engaging decision-makers early and throughout the process, including the C-suite.
• Sales velocity increased by more than 9x, proving that aligned teams move deals through the pipeline significantly faster.

But despite these potential gains, many organisations are still struggling to align their teams. Let’s dive into the top three obstacles that are stopping you from achieving team alignment—and how you can overcome them.

1. Communication Breakdown Across Teams

One of the most common issues is communication—or lack thereof. Marketing is focused on generating leads, sales is focused on closing deals, and customer success is left to clean up the mess when promises aren’t kept. If your teams aren’t communicating, you’ll end up with misaligned goals, conflicting KPIs, and a customer experience that feels disjointed.

The Fix: Establish regular cross-departmental meetings to ensure everyone is on the same page. Whether it's weekly syncs or monthly reviews, make sure marketing, sales, and customer success are working toward shared goals. Foster a culture of transparency where data and insights are regularly exchanged. One effective strategy we’ve seen is to align teams around a single set of metrics that drive revenue growth, rather than departmental success alone. A different set of metrics than your used to, now social selling and personal brand development are no longer optional.

2. Misaligned KPIs and Conflicting Objectives

Another huge barrier to team alignment is the existence of misaligned KPIs. Marketing often focuses on lead generation, sales on closing deals, and customer success on retention, but if these KPIs aren’t synced, teams end up working at cross-purposes.

The Fix: Create shared performance metrics that reflect overall business success, not just departmental objectives. Instead of marketing focusing purely on the number of leads, shift the emphasis to social selling behaviours that increase the probability of winning deals. Ensure that deals aren’t just closed but are passed smoothly to customer success with clear, aligned expectations. Customer success then focuses on retention and expansion, building on the promises made during the sales process.

When KPIs are aligned, teams work in harmony to move customers through a seamless journey, boosting not only stakeholder engagement by 6x and fostering meaningful relationships but also driving long-term growth.

3. The Lack of Multi-Threading in Sales Engagements

Many sales teams still rely on a single champion within a prospect’s organisation. The problem? If that individual leaves the company or moves to a new role, your deal is at risk. Multi-threading—engaging with multiple stakeholders throughout the sales process—has become critical to driving growth.

Our benchmark study found that when sales teams engaged multiple stakeholders, including decision-makers like the C-suite, stakeholder engagement increased by 6x and deals moved through the pipeline faster. Additionally, teams that multi-threaded were more likely to secure internal buy-in, making their deals more resilient.

The Fix: Make multi-threading a key part of your sales strategy and ensure your teams have the skills to multi-thread effectively on social media, including senior executives to engage the C-Suite early. Encourage your teams to engage with different decision-makers across functions—whether that’s finance, product, or operations. This doesn’t just safeguard your deal; it helps your teams build broader, deeper relationships that can accelerate growth and shorten sales cycles.

Conclusion: Building a Unified Revenue Engine

The obstacles to team alignment are real, but they’re not insurmountable. With the right strategies—open communication, shared KPIs, and multi-threaded engagement—your organisation can break down silos and drive sustainable growth. The results speak for themselves: 30x more meetings, 6x more stakeholder engagement, and 9x faster sales cycles.

Curious to dive deeper into how you can implement these strategies and overcome these obstacles? In my upcoming white paper, From Silos to Synergy: Mastering Funnel Alignment and Social Selling for Revenue Growth, I break down exactly how to align your teams, leverage social selling, and drive meaningful growth.

For more comprehensive insights, head over to www.supero.social to pre-order your copy.

And if you’re ready to walk the path to revenue leadership, join my community, Walking Digital Corridors, at www.beardedsalesguy.social .