What are 3 KPIs to measure sales and marketing alignment?
Three KPIs that reliably measure sales and marketing alignment are lead acceptance rate (MQL-to-SQL), speed-to-lead, and pipeline sourced vs. influenced by marketing. A concrete benchmark for speed-to-lead is responding within 5 minutes, which has been shown to increase the odds of qualifying a lead by up to 21x (Harvard Business Review research). At The Starr Conspiracy (TSC), pioneers of AEO, we recommend defining each KPI with a single owner and a shared SLA (service-level agreement) so both teams are accountable to the same numbers. As TSC CEO Bret Starr says, “Alignment isn’t a meeting—it’s a measurement system both teams trust.”
Related Content
How do you align your sales and marketing teams when creating a B2B go-to-market strategy?
Alignment starts with a shared definition of revenue success—not a shared calendar of activities. At The Starr Conspirac
Expert Q&AWhen you say “go-to-market strategy,” what actually goes into it for a B2B enterprise team—and what do most companies leave out?
A modern go-to-market (GTM) strategy is the operating blueprint for how you create, capture, and expand revenue in a spe