In the inaugural episode of The Allbound Revolution, Melissa McGaughey, Kendra Ellis, Tamara Salamonovitz, and Rashida Goryawala dive into why companies still separate inbound and outbound efforts, the challenges of aligning marketing, sales, and RevOps, and how the Allbound approach breaks down silos.
Check it out! 👇
Marketing and sales are supposed to be partners in driving revenue, yet in most companies, they’re totally misaligned.
Why?
It starts with how they’re structured. Marketing focuses on generating leads and engagement, while sales is measured on revenue and closed deals. Leadership doesn’t always align, and the teams often use different KPIs, different processes, and even different tools.
The result?
Marketing sends leads that sales doesn’t want, and sales ignores marketing’s efforts. To fix this, companies need to break the silos, unify goals, and ensure marketing and sales are working toward the same revenue-driven outcome.
A hidden reason for marketing and sales misalignment? Their tech stacks. Many companies have marketing working in one system, sales in another, and customer success in yet another.
Without shared data and full visibility, teams end up making decisions in silos, leading to missed opportunities and dropped handoffs. Sales doesn’t know which leads are high-intent, marketing can’t track which campaigns drive real revenue, and customer success has no idea what was promised.
The fix?
Unifying systems. Getting marketing, sales, and CS working within one platform eliminates friction and improves collaboration across teams.
Traditional GTM strategies only focus on one motion: either inbound or outbound. That’s the problem. Allbound merges both into a single, unified strategy so teams can work together instead of operating in silos.
Instead of SDRs and BDRs cold prospecting, Allbound leverages intent signals, enriched data, and personalized outreach to shorten the sales cycle and make outreach more effective.
The result?
Marketing isn’t just filling the funnel, it's working hand-in-hand with sales. And sales isn’t wasting time on bad leads, they’re getting warm, high-intent prospects that actually convert.
Implementing Allbound doesn’t mean rebuilding your GTM strategy from scratch. It starts with a conversation. Get marketing and sales in the same room and align on what success actually looks like.
Define MQLs, SQLs, revenue goals, and handoff processes. If marketing is sending over leads that sales ignores, something is broken.
The quickest fix?
Make sure both teams agree on what a good lead looks like and set up a clear, documented process for passing leads from marketing to sales. Then, create a feedback loop; if sales sees patterns in closed deals, marketing should know so they can generate more of the right leads.
Think of Allbound as your GTM playbook: your strategy for bringing in, qualifying, and converting leads. But without RevOps, it’s just that, a strategy. RevOps makes sure your tech stack, processes, and data work together to actually execute that strategy at scale.
It tracks what’s working, what’s not, and where teams need to adjust. Without RevOps, you might see some success, but you won’t know what’s driving it. With RevOps, companies get clear insights, automated processes, and full visibility into how Allbound efforts are performing, allowing them to optimize and scale faster.