The playbook
Sales And Marketing Alignment: Checklist
Use this sales and marketing alignment checklist before a new release, a handoff, or a scheduled review. Its purpose is to verify the decisions that affect accepted qualified opportunities. Check an actual client or workflow record; a box marked complete without evidence does not show that the customer journey works.
Put the task in context
Agree on what makes a lead suitable, when sales accepts it, and how disqualification reasons return to marketing. Review sample records together. The shared process should change targeting, offers, or follow-up when the evidence identifies a recurring mismatch.
Before you use the checklist
Name the exact item being checked and its purpose. Gather lead definition, handoff, feedback, change owner. If one of those details is unknown, mark it as unknown and assign a way to resolve it. An invented value makes the checklist look complete while weakening every later decision.
Working checklist
| Check | Evidence to keep | Responsible role |
|---|---|---|
| Agree on lead qualification and accepted handoff criteria | A dated observation showing how lead definition was verified | account lead |
| Review sample records and lost opportunities together | A dated observation showing how handoff was verified | delivery owner |
| Update offers targeting or response processes from evidence | A dated observation showing how feedback was verified | business owner |
Check the failure path
- Look specifically for this failure: measuring marketing on lead volume while sales rejects those leads.
- Use shared qualification definitions and closed-loop feedback. Record the actual correction, not just the intention to make it.
- Repeat the affected task after the correction and check change owner.
- Make sure the next owner can find the decision and supporting evidence.
Use three outcomes for each check
Mark an item as complete only when the expected behavior or information has been observed. Mark it as incomplete when a required condition is absent. Use not applicable when the condition genuinely does not belong to the chosen scope, and write a short reason. These states keep a review useful without forcing every process into an identical mold.
For example, if the check is “Agree on lead qualification and accepted handoff criteria,” a meeting about the subject is not the evidence itself. Retain the relevant lead definition and handoff, the decision made from them, and the result of checking that decision. The record should allow someone who missed the meeting to understand what changed.
Decide what must be resolved first
An incomplete item that prevents give marketing and sales shared definitions responsibilities and feedback loops deserves attention before a cosmetic improvement. Assign an owner and a next action to that issue. Keep optional refinements visible, but do not let them obscure a failure in the core process.
Close the review
Recheck corrected items and note anything still uncertain. The checklist is finished when the next owner understands what was verified and what remains open. Follow accepted qualified opportunities using a consistent definition so later reviews can connect execution quality with useful results.
Prefer a small set of shared definitions across marketing, sales, and delivery. If a qualified lead or accepted deliverable means something different to each team, the disagreement will reappear in reports and client conversations.
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