Sales vs. marketing. It’s an age-old debate almost as old as David versus Goliath. Ok, maybe not THAT old but old enough that we’re all sick of hearing about it. Yet the war wages on, according to Mutiny’s latest report.

Only 15% of sales professionals see marketing as highly effective at generating opportunities with target accounts.

That’s bleak. But what's even more unexpected is that the misalignment isn't about strategy or goals—it's in the day-to-day execution.

70% of both sales and marketing teams reporting they're "mostly or completely aligned" on goals, the data reveals a deeper disconnect in day-to-day execution and trust.

Why should we care? Because happy, aligned sales and marketing teams are 2.3x more likely to exceed revenue targets.

In this 4 part blog series, we’ll break down how to lay the foundational strategy to significantly improve collaboration between sales and marketing and drive Closed Won deals.

First up? How to nail your target accounts list. Here are  3 elements to use to select and deploy your target accounts:

1. Build a target account list

2. Create an account tiering framework

3. Gut check across sales and marketing

1. Build a Target Account List That Doesn't Suck

The foundation of any high-performing ABM program is a target account list both teams actually believe in. Here's how to make that happen:

Get sales in the room (seriously)

• Create a structured interview process using this worksheet

• Focus on questions like: "Which accounts closed fastest and why?" and "What objections do you hear most often?"

Layer in data (because vibes aren't enough)

• Analyze your existing customer base—particularly retention and expansion metrics

• Look beyond firmographics to include intent signals and technographic data

Build an ICP that anyone can understand

• Create a one-pager with clear criteria that passes the "new hire test"

• Share specific examples of dream customers that match each ICP

• Document deal-breakers and non-negotiables (yes, even negative patterns matter)

Here's the worksheet you'll fill out to finalize your ICP:

2. Create a Tiering Framework That Actually Works

Another factor dragging down your results? Most companies waste 60% of their efforts targeting the wrong accounts. 

Not all accounts deserve equal attention. Your tiering framework should direct focus and resources to the accounts most likely to convert. 

• Score with precision using tools like Keyplay

  • Allocate points across key criteria (0-100 scale)

  • Weight factors based on historical conversion data

  • Teams with a formal scoring methodology close 27% more target accounts

• Implement a 3-tier system

  • Tier A (80-100 points): Your whales 🐳

    • Deserve the most amount of time, money, and effort

    • Should get highly personalized outreach 

    • Tactics: AE outbounding, ABM engagement efforts, and curated events

  • Tier B (60-79 points): Strong fits 💪

    • Mix of personalization and scale

    • Tactics: BDR outbounding efforts and segment-specific content and experiences

  • Tier C (Below 60): Monitor list 👀

    • Use cost-effective automation

    • Focus on intent signals that might move them up a tier

    • Tactics: inbound marketing

3. Gut Check Regularly to Maintain Alignment

This is where the magic happens—the ongoing alignment that prevents the day-to-day drift:

• Create shared accountability metrics

  • Track engagement at the account level, not just leads

  • Monitor target account penetration, meetings booked, and pipeline influence

• Implement a recurring "Target Account Review"

  • 30 minutes, bi-weekly, no excuses

  • Focus on wins, blockers, and account movement

  • Meet and communicate regularly to stay aligned

• Develop a common language

  • Create a glossary for terms like MQL, SQL and engagement

  • Document this in your enablement wiki for easy reference

• Refresh your targeting quarterly

  • Company priorities change, budgets shift, champions leave

  • As Adam from Keyplay said on our webinar where we showed how we built our ICP, "treat ICP as a program, not a project"

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 2, we’ll share tips for communicating more effectively so there are less surprises, and more wins. 

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.