Sales-Marketing Alignment Course

Improve communication, understand your buyer and achieve higher conversion rates.

Are you looking to improve the performance of your sales and marketing teams? In this half-day workshop, you will learn how to create effective buyer personas and develop a clear understanding of the sales funnel to generate high-quality leads and increase revenue. 

Sales and marketing teams don’t always seem to play for the same side. When sales and marketing align, there’s a major impact on company performance across the board. Sales cycles are shorter, the cost of acquisitions goes down, and you finally start seeing the revenue growth in your margins. Led by a HubSpot Certified Trainer and Sales Skills Bootcamp instructor, this course will cover defining right-fit lead criteria,  improving cross-team communications, and creating a streamlined marketing-sales handoff process. By aligning your sales and marketing teams, you'll see an increase in partnership and investment in the same shared goals - so everyone is playing on the same team!

  • Where sales and marketing misalign
  • Encouraging communication and ownership
  • Defining right-fit criteria jointly
  • Understanding the shared funnel
  • Aligning shared targets and metrics
  • Creating an effective lead handoff

Course Details

The workshop will focus on the key elements of sales-marketing alignment, including understanding buyer personas, the sales funnel, and strategies for both marketing and sales. The goal is to provide participants with practical knowledge and tools to align their sales and marketing efforts and improve their overall effectiveness.

Introduction (15 minutes)

  • Welcome and introductions
  • Where sales and marketing misalign
  • The importance of sales-marketing alignment
  • Setting goals for the workshop

Defining Right-Fit Lead Criteria (30 minutes)

  • Creating a lead scoring system
  • Qualifying leads based on firmographics, demographics, and behaviors
  • Lead scoring examples in HubSpot

The Sales Funnel (45 minutes)

  • The different stages of the sales funnel
  • The role of marketing and sales in each stage of the funnel
  • Developing strategies to move prospects through the funnel

Marketing Strategies for Sales (45 minutes)

  • Aligning marketing and sales messages
  • Developing effective lead generation campaigns
  • Examples and case studies

Marketing-Sales Handoff (30 minutes)

  • Definition and importance of the marketing-sales handoff
  • Developing a clear process for lead handoff
  • Aligning lead handoff with the sales process
  • Examples and case studies

Action Planning and Wrap-up (30 minutes)

  • Review of key takeaways from the workshop
  • Encouraging communication and ownership
  • Developing action plans to implement sales-marketing alignment
  • Final thoughts and next steps

Meet Your Instructor

Omi is a HubSpot Certified Trainer, Sales Skills Bootcamp instructor as well as experienced HubSpot Solutions Partner since 2016.

Omi Diaz-Cooper

Omi is a marketing fireball who burns with perpetual energy (fueled by Cuban ‘cafecito’) and deep expertise. In 2000, Omi co-founded Diaz & Cooper Advertising with her husband, Todd Cooper. The agency is a seven-time Top 20 South Florida Advertising Agency and a Platinum HubSpot Solutions Partner. Their success is, in big part, due to Omi’s ability to see cultural and social issues and how they relate to communications. She’s used her abilities to shape strategies for clients like Silver Airways, AmeriJet, Sony Latin America, Unical Aviation, Willis Lease Finance Corporation, and TransUnion. Whether it’s speaking at industry conferences or serving on a panel for Goldman Sachs 10,000 Small Businesses, Omi always brings her dynamic attitude to the podium.


Are you ready for your sales and marketing teams playing on the same field to improve your pipeline performance?

Apply for the Workshop today! Simply fill out the form below and we’ll get back to you with details and payment information.

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