33 Sales & Marketing Alignment Statistics (Updated for 2025)

The gap between sales and marketing remains one of the most expensive problems in business today. It’s also one of the most fixable.

While most organisations talk about alignment, the numbers tell a different story. Only 8% of companies have achieved strong alignment between these crucial departments, leaving massive potential untapped across industries.

We’ve gathered the most compelling research to show exactly what’s at stake. These statistics reveal how aligned companies don’t just slightly outperform their competitors – they leave them in the dust.

Want to know what 208% higher marketing revenue looks like for your bottom line? Or how much of your marketing content goes completely unused by sales? The answers might surprise you.

This research matters whether you’re a CEO looking to drive growth, a Sales Director tired of “poor quality leads,” or a Marketing Leader whose brilliant campaigns somehow aren’t delivering ROI.

Let’s look at what the data actually tells us about this critical business relationship:

Revenue & Growth Impact

1. Organisations with strong sales and marketing alignment achieve 208% higher marketing revenue than those with poor alignment. (Source)
2. Companies with strong alignment experience a 20% annual growth rate. (Source)
3. B2B organisations with aligned operations achieve 24% faster three-year revenue growth and 27% faster three-year profit growth. (Source)
4. Highly aligned companies grow 19% faster and are 15% more profitable. (Source)
5. Companies with poor alignment experience a 4% revenue decline. (Source)
6. Misalignment between sales and marketing costs businesses £790 billion annually in lost productivity and wasted marketing spend. (Source)

Sales Performance & Lead Conversion

7. Alignment leads to 38% higher sales win rates. (Source)
8. Companies become 67% better at closing deals when sales and marketing are aligned. (Source)
9. 79% of marketing leads never convert into sales, often due to lack of nurturing. (Source)
10. Shared buyer journey insights boost sales conversion rates by 2.3x and revenue growth expectations by 1.6x, but 60% of teams lack this alignment. (Source)
11. Failure to align sales and marketing teams leads to 60-70% of B2B content going unused, and close to 75% of marketing leads never convert into a sale. (Source)

Customer Impact & Retention

12. Organisations with tightly aligned sales and marketing functions enjoy 36% higher customer retention rates. (Source)
13. 47% larger purchases result from nurtured leads compared to non-nurtured leads. (Source)

Operational Efficiency & Collaboration Gaps

14. Only 8% of companies have strong alignment between their sales and marketing departments. (Source)
15. Marketing and sales functions collaborate on only 3 out of 15 key commercial activities. (Source)
16. 85% of businesses believe that having the same goals and KPIs can help achieve alignment. (Source)
17. Only 30% of sales professionals say sales and marketing are strongly aligned. (Source)

Challenges in Sales & Marketing Alignment

18. 50% of sales time is wasted on unproductive prospecting. (Source)
19. Sales reps ignore 50% of marketing leads. (Source)
20. 65% of sales reps say they can’t find content to send to prospects. (Source)
21. 76% of marketing teams need guidance on how to best align with sales. (Source)

Best Practices for Sales & Marketing Alignment

22. Joint KPIs: Measuring joint key performance indicators unites teams under a common goal. (Source)
23. Shared Revenue Targets: Setting a shared revenue target keeps both teams accountable. (Source)
24. Common Goals: Defining shared KPIs like revenue and pipeline growth aligns teams. (Source)
25. Customer Journey Mapping: Creating a single customer journey improves alignment and efficiency. (Source)
26. Understanding & Respecting Roles: Recognising each team’s expertise fosters mutual respect. (Source)

Reddit Insights

Reddit threads reveal common themes and strategies to combat this issue:​

27. Regular Communication and Meetings: Establishing consistent check-ins fosters collaboration.​Reddit

“Definitely have 1:1 check-ins with the sales leader every week. It’s important that you connect directly with them and discuss key issues or opportunities at a high level.” ​Reddit

28. Shared Goals and Metrics: Aligning objectives ensures both teams work towards common targets.​

“Sales and marketing’s KPIs need to be aligned. I’d go even further and say marketing needs to be owned by sales, since the goal of the company is sales.” ​Reddit

29. Understanding and Respecting Roles: Recognising each team’s expertise fosters mutual respect.​

“Marketers believe salespeople are wasting their leads when they fail to convert, and salespeople want better leads from marketers.” ​Reddit

30. Data-Driven Strategies: Utilising analytics bridges the gap between teams.​

“I didn’t mention in my previous comment but definitely you need to have the funnel reporting sorted and your conversations need to be based on data.” ​Reddit

Critical Insights from Gartner Press Release

Impact of Poor Alignment (Source)

31. Misalignment leads to inefficiencies in achieving business goals, with disconnected strategies often resulting in lost opportunities to drive revenue growth.
32. The lack of collaboration hinders the ability to deliver a seamless and consistent customer experience, which is essential for modern commercial success.

Opportunities for Improvement (Source)

33. Gartner suggests that organisations focusing on aligning marketing and sales can improve their ability to execute commercial strategies effectively. This includes shared ownership of key activities such as lead generation, content creation, and customer engagement.

Turning Statistics into Strategy: Next Steps for Your Business

The numbers paint a clear picture. Sales and marketing alignment isn’t a departmental nicety. It’s a business growth strategy with measurable, significant returns.

Your competitors who solve this puzzle are growing faster, closing more deals, and keeping customers longer. The question isn’t whether alignment matters, but how quickly you can make it happen.

At Brainstorm Club, we turn these statistics into practical strategies tailored to your specific business challenges. Our approach builds foundations for lasting alignment through:

• Shared goals that unite rather than divide teams
• Communication frameworks that break down silos
• Technology that provides unified customer visibility
• Processes that honour each team’s expertise while optimising the customer journey

Ready to move from the 92% of companies without strong alignment to enjoying the 20% annual growth rate that comes with it? We can help.

Contact Brainstorm Club today to discuss how we can transform your sales and marketing teams from occasional collaborators into a unified revenue engine.