No More Silos between Sales & Marketing

Sales and marketing alignment remains one of the most persistent challenges in B2B. Even with shared goals, modern tech stacks, and clearer data, teams still struggle with misaligned expectations, broken handoffs, and competing definitions of success.

In this episode of B2B Marketing Futures, sponsored by Adzact, a panel of seasoned B2B marketers comes together to unpack where sales and marketing alignment really breaks down today and what actually helps fix it. From lead definitions and empathy gaps to attribution debates and content collaboration, the conversation explores alignment from multiple real-world perspectives.

This episode offers a practical, experience-led look at how trust, shared rituals, better data visibility, and unified go-to-market thinking can help teams move beyond finger-pointing toward shared outcomes and sustainable revenue growth.

Participants:
• Sawsan Hamawandy — Growth Marketer, HowNow
• Noah Thomas — Head of Growth Marketing, Xpana
• Elisabet Mas Porté — Digital Marketing Senior Manager, DSM-Firmenich
• Scott Ferguson — Head of Marketing, Pelion

Chapters:
00:00 Sales and Marketing Alignment Challenges
01:50 Identifying Pain Points in Alignment
04:19 Empathy and Technology in Sales and Marketing
06:52 Content Collaboration for Better Outcomes
09:31 Defining Success Beyond Leads
12:16 The Role of Attribution in Alignment
15:16 Creating a Unified Go-to-Market Strategy
17:44 Tools for Enhancing Collaboration
20:31 Shifting Mindsets for Better Results
22:47 Long-Term Value Over Short-Term Metrics
25:42 Final Thoughts on Sales and Marketing Dynamics