What I’m about to tell you isn’t breaking news, it’s something you already know:

When sales and marketing are aligned, they’re much more effective at hitting revenue goals.

2.3x more effective according to our latest data.

Yet most organizations struggle to create meaningful collaboration between these t wo critical teams. In Mutiny’s latest groundbreaking survey, we learned that sellers say that the top 2 challenges of collaborating with marketers are:

The result? Siloed efforts, mixed messages, and missed revenue opportunities. Throw in a cup of resentment and general discontent and you have the recipe to miss revenue goals for the entire year.

In the first part of our series, we covered how to create a target account list that gets both marketing AND sales excited. 

In this part, we’ve cracked the code on sales and marketing alignment with a structured meeting format that enables marketers to communicate more effectively and set realistic expectations to achieve enterprise pipeline growth.

Here’s what you’ll learn:

• What information each team should bring to the table

• How to review performance data efficiently

• Where to focus problem-solving efforts

• How to assign clear action items that drive results

Marketing + Sales  = 📈

Top performing marketers maintain consistent, structured communication with their sales  counterparts. By hearing what’s happening on the front line, marketers become stronger at their jobs. 

The difference between average performance and excellence? Putting yourself in the seller’s shoes - gathering data upfront, PR-ing your work and forging trusted relationships with your seller. 

Let's dive into our battle-tested meeting template that you can steal today to get sellers to chant your name at the next happy hour.

🛠 Pre-Meeting Preparation: Setting the Stage for Success

The magic happens before anyone enters the room. Both sales and marketing gather specific insights to make the meeting productive from minute one.

📌 What marketing contribute: pipeline insights

• Account-Specific Insights: Engagement trends from Mutiny, website visits, and intent data signals.

• Active & Planned Campaigns: Current ABM initiatives running for the AE's priority account and results generated (example below). 

• Personalized Assets in Play: Details on microsites, ads, and email templates currently deployed.

• Experiment Results & Learnings: Transparent sharing of wins, failures, and planned next steps.

📌 What sales brings to the table: deal insights

• Top Priority Accounts: A focused list of target accounts worth discussing, not an overwhelming data dump.

• Current Account Engagement: Notable conversations from prospects, including a-ha moments and objection handling. 

• Deal Updates: Deals in progress and meaningful movement since the last meeting.

• Challenges & Asks for ABM: Specific roadblocks, support needed, and feedback on messaging effectiveness.

📅 Our Meeting Agenda: 30 minutes of focused collaboration

We've refined this format to maximize productivity while keeping everyone engaged. Here's the exact structure we follow:

1️⃣ Observations & Key Takeaways (10 mins)

This section provides a real-time view of engagement and conversion metrics around:

• Which key accounts are engaging 

• What assets accounts are converting on

• Any upcoming marketing campaigns or events 

We use a simple table format to track movement in key accounts:

Be sure to zoom out and share how campaigns are performing against industries, like the example below: 

2️⃣ Strategy & Problem-Solving (15 min)

This is where the collaborative magic happens. We tackle questions like:

• What tactics are working, and what's falling flat?

• How do we break into tough accounts? (brainstorming messaging angles, new approaches)

• What are some “a-ha” moments you see when engaging with prospects? How can we replicate that in marketing efforts? 

• Are we targeting the right personas? Where are there gaps?

• Are outbound efforts landing effectively? (AE feedback on sequences, microsites, ads)

3️⃣ Next Steps & Ownership (5 min)

We never end a meeting without clear action items:

• Sales action Items: Specific follow-ups and outreach adjustments

• Marketing action Items: New assets needed and tweaks to targeting/messaging

Both: What should we both test before the next sync?

🚀 Follow-Up & Execution: Where Accountability Lives

Alignment without action is just a nice conversation. We track commitments with a simple but effective format:

Final thoughts: use our template, but make it your own

Use our format as a starting point, but make it your own based on your business’s unique needs and opportunities.

One thing that is true for every organization—if you want to crush revenue goals, your marketing and sales teams need to be on the same page with:

✅ Target accounts

✅ Revenue goals

✅ Day-to-day execution

By implementing a meeting format like the one we use at Mutiny, you're not just improving communication – you're creating a revenue-generating machine where both teams work in lockstep to close more deals.

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.