It's the third edition of our blog series on the Sales & Marketing misalignment—but just in case you're new to the series, here's a quick recap:

Mutiny’s new study, revealed some troubling facts when it came to the state of marketing alignment: 

Why is there such a big disconnect? 

Sales doesn't think marketing is executing whereas marketing doesn't think sales uses their collateral.

Here's the kicker— both teams know they need each other to succeed. And if you've been following our series, you've already learned how to tackle the first 2 misalignment matters:

1. How to build target accounts together so you spend less time sparring off and more time scoring deals

2. How to run marketing and sales meetings that get you more in sync than a 00's boy band

In part 3 of our 4-part series, we're focusing on how marketers and sellers can rebuild trust to create a better buying experience for your target accounts.

The Million Dollar Equation: Joint Account Planning + More Relevant Content = More Pipeline & Revenue 📈

Real talk—your prospects don't care about your internal org chart. They just want a seamless buying experience that addresses their needs at every stage.

The ONLY way to achieve this? Marketing and sales collaboration.

When done right, this level of partnership transforms Sales and Marketing from frenemies to dream team.  And in this scenario, everybody wins—most importantly, your customers.

Let's break down both sides of this winning equation.

Joint Account Planning: Get Aligned on Who Matters and Why 🔗

The goal isn't just to agree on a target account list—it's to deeply understand each account so your outreach resonates. Here's how to make it happen:

🤲🏽 Offsite or In-Person Planning: The Perfect Time to Align

Quarterly offsites or in-person planning sessions create the space for meaningful collaboration that won't happen in hurried Slack messages or exhaustive Zoom calls.

When possible, use this time to get the two teams together for some joint account and content planning sessions.

🏋🏿‍♀️ Pre-work That Makes the Difference:

• Run a closed-loss/won analysis: Before the offsite, analyze which prospects became happy customers versus those that didn't. With Mutiny's account intelligence, you can see which accounts engaged the most to draw patterns of where your value positioning resonates most

• Seller preparation: Have sales bring their top 10 accounts and research:

  • Key business problems the account is facing

  • Strategic priorities for the next 6-12 months

  • How your solution specifically addresses these needs

  • Decision-makers and their personal motivations

🧐 During the Offsite/Planning Session:

• Reassess your ICP: Based on the closed-won/lost analysis, propose any adjustments to your ideal customer profile. Are there industry segments, company sizes, or tech stack configurations that consistently lead to better outcomes?

• Deep dive into account understanding: Work together to map out each target account's:

  • Specific pain points (not generic ones)

  • Decision drivers that affect performance reviews

  • Current tech stack frustrations and gaps

  • Career aspirations of key stakeholders

• Create engagement plans: For each tier-one account, collaborate on a specific engagement strategy that aligns marketing and sales touch points. Mutiny's capabilities can help you deliver tailored website experiences for each of these accounts, ensuring consistency between sales conversations and digital interactions.

• Ask sales content-centric questions that drive collaboration:

  • "What content do you actually use when you're trying to close deals?"

  • "When prospects go silent, what information would help you re-engage them?"

  • "Where does our story fall apart during sales conversations?" (Find the weak links in your narrative)

More Relevant Content: Create Materials Sales Actually Uses ✔️

The reason most sales teams don't use marketing content? They weren't involved in creating it, and it doesn't address the specific objections they're hearing in calls.

📊 Use Data to Guide Your Content Strategy

• Leverage insights: Analyze which content pieces drive the most engagement from your target accounts. 

• Mine sales conversations: Tools like Gong combined with AI can help you identify patterns in objections, questions, and excitement triggers. Use these insights to create content that directly addresses what prospects are actually asking about. Below in an AI prompt our team currently uses:

🧭 Create a Content Roadmap with Sales Input

Think like a product marketer where your product is the content you produce:

1. Set up a formal request process: Create a system (it doesn't have to be fancy—even a simple Google form or Notion page works) where sales can submit content requests based on what they're hearing in conversations.

2. Prioritize based on impact: Score each request on:

   • How many active deals would benefit from this content

   • Total potential revenue influenced

   • How many sellers would use it

   • Alignment with strategic priorities

3. Close the feedback loop: Once content is created, track usage and gather feedback from sales on what's working and what needs refinement. Mutiny's platform can help you see which personalized content variations drive the most engagement and conversions.

ABM-Specific Content That Converts 👏

ABM introduces a new category of content: account-specific materials that make prospects feel like you've been reading their journals. This is where Mutiny makes a major impact.

✅ Tailored Insights That Are Legit

Your ICP sees through the "insert company name here" copy. That’s not personalization, but here’s what is:

• Content that addresses the specific business challenges facing that account (based on their public statements, earnings calls, or news)

• Case studies featuring companies in their industry with similar challenges

• Customized landing pages and microsites with insights tailored to their unique business and industry

• Competitive comparisons against solutions you know they're considering

• Copy that speaks their language

Pro Tip: Mutiny helps you easily tackle all of the above at scale.

Putting it All Together

When marketing and sales stop working in silos and start collaborating on account planning and content creation, magic happens. You create a seamless buying experience that responds to your prospects' actual needs.

Prioritizing joint account planning helps fix the marketing and sales trust issues, while creating collaborative content ensures sales actually uses what marketing produces. 

In the final installment in our series, we'll tackle how to nail the sales and marketing lead handoff for more closed won deals. In the mean time, take a look at our report to gain a deeper perspective on the sales and marketing alignment crisis.

Sales + Marketing = 1 : Won

Here’s the deal—sales and marketing (despite the ongoing drama) want to collaborate. They know how crucial it is to success. They just don’t know how to do it effectively. 

The stats don't lie—aligned teams are 2.3x more likely to crush their numbers.

The root cause is not goal alignment, it’s day-to-day execution. Nailing your targets with the above tactics is the first step to righting the ship. In part 3, we’ll share tips on how to jointly account plan to drive relevant content for your prospects.

If you’re ready for a deep dive, we recently launched an incredible report on The State of Sales And Marketing Alignment that highlights the sales and marketing collaboration crisis and how you can overcome it.