Webinar • Feb 20, 2025

Winning Together: How aligned sales and marketing teams close more deals

Learn how to:

Align sales and marketing for better pipeline conversions;
Measure alignment at your company.

Speakers

Dmitri Lisitski

Co-Founder & CEO at Influ2

Rodney Rasmussen

Senior Product Marketing Manager

Chapters

[00:00]	Intro
[01:07]	Two key metrics to measure alignment
[02:13]	The state of sales and marketing alignment in 2025
[05:24]	How does alignment affect pipeline and conversion?
[06:21]	Demo of Influ2’s Sales and Marketing Alignment dashboard
[11:44]	Alignment report examples
[17:44]	How do winning orgs align for success?
[23:57]	Q&A

Transcript

Welcome everyone to our webinar, “Winning Together: How Aligned Sales and Marketing Teams Close More Deals.” Your hosts today are Dmitri Lisitski, he’s Influ2's CEO, and myself, Rodney Rasmussen, I am Influ2’s Senior Product Marketing Manager. I'll be steering the ship today, but Dmitri will be here jumping throughout the webinar to kind of get his years of sales and marketing wisdom with us, and also answering questions at the end. So today's agenda, we're gonna, in our short time together, we'll cover what does it mean to be or not to be aligned. We'll talk about the influence that alignment has on pipeline and conversion. We'll demo our new sales and marketing alignment dashboard, which we're super excited about, including how to use this dashboard and its metrics to measure your alignment at your own organization. We'll also share some tips on how winning teams align for success. And there will also be, like I mentioned, some time at the end for Q&A. If you do think of a question along the way, please add it to the question box in Zoom, and we'll get to as many as possible.

Key takeaways

Alignment between sales and marketing can be measured through two key metrics: marketing-to-sales handoff and audience overlap.

Companies with high alignment in both handoff and audience overlap see a significant increase in their pipeline, with marketing influencing 29% of their pipeline and boosting conversion rates by up to 87%.

Influ2’s new dashboard provides a visual way to measure alignment. It tracks metrics like warm-up audience, broken handoffs, cold contacts, shared audience, and aligned handoffs.

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