Sales–Marketing Alignment Framework

Source: Kahan (2022) High-Velocity Digital Marketing. Sets shared KPIs, lead handover rules, a lead score and a monthly joint review so that marketing and sales are both held to revenue.

Use When

• Sales complains about lead quality and marketing complains about follow-up; both need agreed stages and definitions.
• Handover rules are missing: when a lead passes to sales, how fast sales responds and what happens if nobody does.
• The client wants a lead scoring model built with sales: fit and behaviour points, score decay, MQL threshold, BANT qualification and CRM set-up.
• An owner-managed business needs one CRM as the source of truth and a monthly joint review meeting.

Do Not Use When

• biz-dev-lawful-prospecting-outreach for sourcing contact lists and running cold or warm outreach.
• playbook-marketing-automation for building nurture workflows in the automation tool.
• meta-roi-framework for calculating return on marketing spend.
• Stop before changing live CRM fields or scoring rules without the sales owner's sign-off.

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