 "How do you think marketing can effectively work with the sales team who are running a PLS motion? In regardless of whether you're a PLS or not, you need to have shared goals and if you don't have shared goals, then that partnership is really hard to solidify and break down because you need to be working towards the same things from different angles, one step below the shared goals is then shared understanding of ICP target market.
I think figuring out how marketing can be helpful to sales and sales can be helpful to marketing and like really having the conversation around that is important. So in my view, marketing should be having a lot of input into definitions around ICP having a big say in the types of playbooks that the, the reps are running.
So down to the messaging sales really should be having a lot of conversations with marketing about what's working, what's not working and providing that feedback into, 'Hey, this messaging's not resonating" or "We're actually not seeing a lot of success with this particular target segment" or "This ICP, like let's, let's experiment."
The Importance of shared goals between marketing and sales
At trumpet, we know that aligning marketing and sales is more than just a buzzword—it’s an necessity. We recently had the chance to catch up with Sandy Mangat, Head of Marketing at Pocus, to discuss how shared goals between these two teams can drive real results. You can watch our full conversation in the video above, but here are the key takeaways.
Why shared goals matter
‍As Sandy put it, “If you don’t have shared goals, then the partnership between marketing and sales is hard to solidify.” When both teams are aligned on what success looks like, they can approach the same objectives from different angles, creating a unified strategy. Whether you’re running a Product-Led Sales (PLS) motion or focusing on more traditional methods, this alignment ensures everyone is pulling in the same direction.
Defining your ICP together
‍A shared understanding of your Ideal Customer Profile (ICP) is foundational. Marketing and sales should collaborate to define who your target audience is and how to engage them. At trumpet, we empower teams to personalise their outreach using tools like Pods, ensuring consistent and relevant messaging.
Experimentation and feedback loops
‍Collaboration doesn’t stop at setting shared goals. Sandy highlighted the importance of constant feedback between teams: “Sales should provide marketing with insights on what’s working and what’s not.” Experimentation with playbooks and messaging is key to refining strategies. Tools like trumpet Playbooks make it easier for teams to iterate and learn from each campaign.
The takeaway is simple: shared goals lead to shared success. By aligning on ICPs, messaging, and feedback loops, marketing and sales can form a partnership that drives measurable results. Want to see how trumpet can help? Book a demo today and let’s make collaboration effortless.
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