Sales-Marketing Alignment Scorecard

Rate 10 statements about how your sales and marketing teams work together. Get an alignment score, maturity level, and specific recommendations for your weakest areas.

Rate each statement 1-5

0 / 10 answered

1 = Strongly Disagree, 5 = Strongly Agree

1

Sales and marketing agree on the definition of a qualified lead

Process

1Disagree 2Disagree 3Neutral 4Agree 5Agree

2

Marketing provides sales with content for every stage of the buyer journey

Content

1Disagree 2Disagree 3Neutral 4Agree 5Agree

3

Sales provides regular feedback on lead quality to marketing

Communication

1Disagree 2Disagree 3Neutral 4Agree 5Agree

4

Both teams share common revenue goals and metrics

Goals

1Disagree 2Disagree 3Neutral 4Agree 5Agree

5

There is a formal SLA between sales and marketing

Process

1Disagree 2Disagree 3Neutral 4Agree 5Agree

6

Marketing has visibility into which content sales actually uses

Content

1Disagree 2Disagree 3Neutral 4Agree 5Agree

7

Sales can easily find and share marketing content with prospects

Content

1Disagree 2Disagree 3Neutral 4Agree 5Agree

8

Both teams meet regularly to review pipeline and campaign performance

Communication

1Disagree 2Disagree 3Neutral 4Agree 5Agree

9

Lead handoff process is clearly defined and automated

Process

1Disagree 2Disagree 3Neutral 4Agree 5Agree

10

Win/loss data is shared with marketing to improve targeting

Goals

1Disagree 2Disagree 3Neutral 4Agree 5Agree

Airspeed bridges the gap by sharing customer voice data across teams

Marketing can see exactly which objections come up in calls, which content prospects reference, and what messaging resonates - without waiting for quarterly sales reviews or relying on reps to fill in CRM notes.

Questions about sales-marketing alignment

What does a good sales-marketing alignment score look like?

Companies with alignment scores above 70 (Aligned or Integrated) typically see 20-30% faster revenue growth and significantly lower customer acquisition costs. The benchmark for high-growth B2B companies is around 65-75 - most organizations sit in the Reactive range (40-60) with specific gaps in process automation and shared metrics.

What is a sales-marketing SLA and why does it matter?

A sales-marketing SLA is a written agreement that defines what marketing will deliver (number and quality of leads) and what sales will do with them (response time, follow-up steps, feedback cadence). Without an SLA, both teams operate on different assumptions about what good looks like, which leads to finger-pointing when pipeline misses.

How can conversation intelligence improve alignment?

Conversation intelligence tools like Airspeed give marketing direct access to what's actually happening in sales calls - the real objections, the content that prospects reference, the competitor comparisons buyers make. This closes the feedback loop that normally relies on reps filling in CRM notes after the fact.

Which alignment gap should we fix first?

The ICP and MQL definition (Goals category) typically has the highest leverage because misalignment here causes waste across the entire funnel. If marketing is generating leads that sales doesn't consider qualified, every subsequent step - nurturing, outreach, demo scheduling - is operating at a fraction of its potential efficiency.

Align your teams with real conversation data

Airspeed gives marketing direct access to what happens on sales calls - so both teams work from the same customer reality.