--- title: How to Overcome the Five Barriers to Sales & Marketing Alignment description: Account-based marketing requires strong alignment between the sales and marketing teams, eliminating old rivalries and strengthening relationships. image: https://blog.k2-gc.com/hubfs/Stock%20images/Photo%20editor%20looking%20at%20multi%20colored%20sticky%20notes%20on%20glass%20in%20meeting%20room%20at%20creative%20office.jpeg --- [K2 Global Communications](http://k2-gc.com/) # Comments from K2 Global Communications ## How to Overcome the Five Barriers to Sales & Marketing Alignment Posted by [Larry Kenigsberg](https://blog.k2-gc.com/blog/author/larry-kenigsberg) on Jan 5, 2026 11:15:00 AM ![](https://blog.k2-gc.com/hubfs/Larry_Kenigsbergweb.jpg) Find me on: [Facebook ](https://www.facebook.com/K2GlobalCommunications/) [LinkedIn](https://www.linkedin.com/in/larrykenigsberg/) [Twitter ](https://twitter.com/LarryK2) - [Tweet](https://twitter.com/share) ![Photo editor looking at multi colored sticky notes on glass in meeting room at creative office](https://blog.k2-gc.com/hs-fs/hubfs/Stock%20images/Photo%20editor%20looking%20at%20multi%20colored%20sticky%20notes%20on%20glass%20in%20meeting%20room%20at%20creative%20office.jpeg?width=750&name=Photo%20editor%20looking%20at%20multi%20colored%20sticky%20notes%20on%20glass%20in%20meeting%20room%20at%20creative%20office.jpeg)***Build up ABM success by bringing down the silos*** Account-based marketing (ABM), which replaces broad marketing campaigns with laser-focused efforts on key accounts, cannot happen when there’s daylight between sales and marketing. ABM’s mission to identify and target specific prospects requires coordinating resources. This means replacing traditional sales and marketing silos with sales and marketing alignment and partnership: a task that’s easier said than done.   If you plan to have an ABM program or already have one in place and want your sales and marketing teams more tightly aligned, here are five barriers you must overcome: 1. Getting sales to agree: Breaking tradition is hard, and getting sales to agree to work with fewer leads is a challenge. The key is to communicate that both marketing and sales need each other to succeed, that they are working toward the same goal. Sales provides the insights to help marketing create the right content for the right prospects to make closing sales easier. Fortunately, by its very nature of driving more qualified leads, ABM can help the two teams move closer together. 2. Clarifying each team’s responsibilities: Knowing what each team is responsible for promotes accountability, prevents tasks from falling through the cracks, and eases collaboration when performing the basic ABM tasks: identifying key accounts, creating personas, finding the right content, incorporating ABM into overall channel strategies, and measuring ABM performance. 3. Lack of communication: Foster communication via common business hours and regular joint meetings. It is important that sales and marketing meet, ask questions, and get feedback as a team. What sales knows, marketing needs to know, and vice-versa. Engaging in a continuing conversation makes it easier to keep up with changes in the market, competition, and buyers’ needs. 1. Different definitions and data: Inconsistency - different definitions, conflicting data, and divergent technologies - is the enemy of sales and marketing alignment. Both should be on the same page as far as the right criteria for target accounts or the ideal customer profile. To facilitate ABM, an account-centric, rather than individual-focused, data infrastructure is critical to connect individuals within target accounts to the correct companies, avoid improper scoring, and maintain productivity. 1. Different measurements: When each team measures success via different yardsticks - sales with sales closed, marketing with leads generated - it’s no wonder that when targets are not reached one group will blame the other instead of both coming up with a solution. Management should deploy a unified benchmark for measuring success to encourage both teams to tackle problems together, set common goals and mutually beneficial strategies, and boost ABM success. Get the most out of account-based marketing - improved conversion rates, higher customer retention, and increased lead-to-client shifts - by ensuring sales and marketing alignment. Get valuable help accomplishing this crucial task by partnering with K2 Global Communications, whose experts know the ins and outs of account-based marketing. [![Get Your Guide to Synching Sales & Marketing for ABM](https://no-cache.hubspot.com/cta/default/3835191/162666fd-925b-4cc8-86a1-b960fc0c60da.png)](https://cta-redirect.hubspot.com/cta/redirect/3835191/162666fd-925b-4cc8-86a1-b960fc0c60da) Topics: [Marketing](https://blog.k2-gc.com/blog/tag/marketing), [Inbound marketing](https://blog.k2-gc.com/blog/tag/inbound-marketing), [Messaging](https://blog.k2-gc.com/blog/tag/messaging), [PR](https://blog.k2-gc.com/blog/tag/pr), [Account-based marketing](https://blog.k2-gc.com/blog/tag/account-based-marketing), [Sales](https://blog.k2-gc.com/blog/tag/sales), [ABM](https://blog.k2-gc.com/blog/tag/abm) ### Subscribe to Email Updates ### Recent Posts ### Posts by Topic - [Content marketing (33)](https://blog.k2-gc.com/blog/tag/content-marketing) - [Marketing (31)](https://blog.k2-gc.com/blog/tag/marketing) - [Public relations (25)](https://blog.k2-gc.com/blog/tag/public-relations) - [Content (23)](https://blog.k2-gc.com/blog/tag/content) - [Customer communications (23)](https://blog.k2-gc.com/blog/tag/customer-communications) - [Messaging (21)](https://blog.k2-gc.com/blog/tag/messaging) - [Sales (19)](https://blog.k2-gc.com/blog/tag/sales) - [PR (18)](https://blog.k2-gc.com/blog/tag/pr) - [Social media (16)](https://blog.k2-gc.com/blog/tag/social-media) - [Corporate communications (15)](https://blog.k2-gc.com/blog/tag/corporate-communications) - [Inbound marketing (15)](https://blog.k2-gc.com/blog/tag/inbound-marketing) - [Journalist (15)](https://blog.k2-gc.com/blog/tag/journalist) - [Press coverage (15)](https://blog.k2-gc.com/blog/tag/press-coverage) - [Audience (14)](https://blog.k2-gc.com/blog/tag/audience) - [Brand (14)](https://blog.k2-gc.com/blog/tag/brand) - [Sales qualified leads (SQL) (10)](https://blog.k2-gc.com/blog/tag/sales-qualified-leads-sql) - [Account-based marketing (9)](https://blog.k2-gc.com/blog/tag/account-based-marketing) - [Internal communications (9)](https://blog.k2-gc.com/blog/tag/internal-communications) - [Media coverage (9)](https://blog.k2-gc.com/blog/tag/media-coverage) - [Personas (9)](https://blog.k2-gc.com/blog/tag/personas) - [ABM (8)](https://blog.k2-gc.com/blog/tag/abm) - [Client relations (8)](https://blog.k2-gc.com/blog/tag/client-relations) - [Marketing qualified leads (MQL) (8)](https://blog.k2-gc.com/blog/tag/marketing-qualified-leads-mql) - [Media (8)](https://blog.k2-gc.com/blog/tag/media) - [Message (8)](https://blog.k2-gc.com/blog/tag/message) - [News value (8)](https://blog.k2-gc.com/blog/tag/news-value) - [Sales enablement content (8)](https://blog.k2-gc.com/blog/tag/sales-enablement-content) - [Persona (7)](https://blog.k2-gc.com/blog/tag/persona) - [Analyst relations (6)](https://blog.k2-gc.com/blog/tag/analyst-relations) - [Blog (6)](https://blog.k2-gc.com/blog/tag/blog) - [DIY (6)](https://blog.k2-gc.com/blog/tag/diy) - [Marketing strategy (6)](https://blog.k2-gc.com/blog/tag/marketing-strategy) - [PESO (6)](https://blog.k2-gc.com/blog/tag/peso) - [Press release (6)](https://blog.k2-gc.com/blog/tag/press-release) - [Shared media (6)](https://blog.k2-gc.com/blog/tag/shared-media) - [Trade show (6)](https://blog.k2-gc.com/blog/tag/trade-show) - [Analyst (5)](https://blog.k2-gc.com/blog/tag/analyst) - [B2B (5)](https://blog.k2-gc.com/blog/tag/b2b) - [Conferences (5)](https://blog.k2-gc.com/blog/tag/conferences) - [Employee communications (5)](https://blog.k2-gc.com/blog/tag/employee-communications) - [Integrated marketing (5)](https://blog.k2-gc.com/blog/tag/integrated-marketing) - [LinkedIn (5)](https://blog.k2-gc.com/blog/tag/linkedin) - [Metrics (5)](https://blog.k2-gc.com/blog/tag/metrics) - [News story (5)](https://blog.k2-gc.com/blog/tag/news-story) - [SEO (5)](https://blog.k2-gc.com/blog/tag/seo) - [Collaborative marketing (4)](https://blog.k2-gc.com/blog/tag/collaborative-marketing) - [Earned media (4)](https://blog.k2-gc.com/blog/tag/earned-media) - [Email marketing (4)](https://blog.k2-gc.com/blog/tag/email-marketing) - [Employee engagement (4)](https://blog.k2-gc.com/blog/tag/employee-engagement) - [Facebook (4)](https://blog.k2-gc.com/blog/tag/facebook) - [International Marketing (4)](https://blog.k2-gc.com/blog/tag/international-marketing) - [Israel (4)](https://blog.k2-gc.com/blog/tag/israel) - [Media resources (4)](https://blog.k2-gc.com/blog/tag/media-resources) - [Owned media (4)](https://blog.k2-gc.com/blog/tag/owned-media) - [Planning (4)](https://blog.k2-gc.com/blog/tag/planning) - [Twitter/X (4)](https://blog.k2-gc.com/blog/tag/twitter-x) - [YouTube (4)](https://blog.k2-gc.com/blog/tag/youtube) - [AI (3)](https://blog.k2-gc.com/blog/tag/ai) - [Giveaways (3)](https://blog.k2-gc.com/blog/tag/giveaways) - [Influencer (3)](https://blog.k2-gc.com/blog/tag/influencer) - [Reputation (3)](https://blog.k2-gc.com/blog/tag/reputation) - [Sales funnel (3)](https://blog.k2-gc.com/blog/tag/sales-funnel) - [Technology (3)](https://blog.k2-gc.com/blog/tag/technology) - [USP (3)](https://blog.k2-gc.com/blog/tag/usp) - [Award (2)](https://blog.k2-gc.com/blog/tag/award) - [B2C (2)](https://blog.k2-gc.com/blog/tag/b2c) - [ChatGPT (2)](https://blog.k2-gc.com/blog/tag/chatgpt) - [Customer journey (2)](https://blog.k2-gc.com/blog/tag/customer-journey) - [Cybersecurity (2)](https://blog.k2-gc.com/blog/tag/cybersecurity) - [Market research (2)](https://blog.k2-gc.com/blog/tag/market-research) - [Objective (2)](https://blog.k2-gc.com/blog/tag/objective) - [Paid media (2)](https://blog.k2-gc.com/blog/tag/paid-media) - [Review (2)](https://blog.k2-gc.com/blog/tag/review) - [Staffing (2)](https://blog.k2-gc.com/blog/tag/staffing) - [Tactics (2)](https://blog.k2-gc.com/blog/tag/tactics) - [Timeliness (2)](https://blog.k2-gc.com/blog/tag/timeliness) - [UVP (2)](https://blog.k2-gc.com/blog/tag/uvp) - [Valuation (2)](https://blog.k2-gc.com/blog/tag/valuation) - [B2B2C (1)](https://blog.k2-gc.com/blog/tag/b2b2c) - [B2X (1)](https://blog.k2-gc.com/blog/tag/b2x) - [Bounce rate (1)](https://blog.k2-gc.com/blog/tag/bounce-rate) - [Business (1)](https://blog.k2-gc.com/blog/tag/business) - [Buyer's journey (1)](https://blog.k2-gc.com/blog/tag/buyers-journey) - [CSR (1)](https://blog.k2-gc.com/blog/tag/csr) - [Corporate social responsibility (1)](https://blog.k2-gc.com/blog/tag/corporate-social-responsibility) - [Data (1)](https://blog.k2-gc.com/blog/tag/data) - [Exit rate (1)](https://blog.k2-gc.com/blog/tag/exit-rate) - [Hubspot (1)](https://blog.k2-gc.com/blog/tag/hubspot) - [Hybrid workforce (1)](https://blog.k2-gc.com/blog/tag/hybrid-workforce) - [Influencer marketing (1)](https://blog.k2-gc.com/blog/tag/influencer-marketing) - [Insider (1)](https://blog.k2-gc.com/blog/tag/insider) - [Investor relations (1)](https://blog.k2-gc.com/blog/tag/investor-relations) - [Local story (1)](https://blog.k2-gc.com/blog/tag/local-story) - [Remote workforce (1)](https://blog.k2-gc.com/blog/tag/remote-workforce) - [SMART Goals (1)](https://blog.k2-gc.com/blog/tag/smart-goals) - [Start-ups (1)](https://blog.k2-gc.com/blog/tag/start-ups) - [Statistics (1)](https://blog.k2-gc.com/blog/tag/statistics) - [Target audience (1)](https://blog.k2-gc.com/blog/tag/target-audience) - [Thought leadership (1)](https://blog.k2-gc.com/blog/tag/thought-leadership) - [Video (1)](https://blog.k2-gc.com/blog/tag/video) - [Website (1)](https://blog.k2-gc.com/blog/tag/website) [see all](https://blog.k2-gc.com/blog/barriers-to-marketing-sales-alignment#) ### SUBSCRIBE TODAY ### Connect with Us - [Facebook](https://www.facebook.com/K2GlobalCommunications/) - [Linkedin](https://www.linkedin.com/company/2288124) - [Twitter](https://twitter.com/k2gcomm/) ### Contact Us +972-9-794-1681 US: +1-913-440-4072 PO Box 837 Kfar Saba ISRAEL 4410800 © Copyright [K2 Global Communications](http://www.k2-gc.com/) · All Rights Reserved · Site by [Pixel/Point Press](http://pixelpointpress.com) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Larry Kenigsberg", "url" : "https://blog.k2-gc.com/blog/author/larry-kenigsberg" }, "dateModified" : "2026-01-12T11:12:16.695Z", "datePublished" : "2026-01-05T09:15:00.000Z", "headline" : "How to Overcome the Five Barriers to Sales & Marketing Alignment", "image" : [ "https://blog.k2-gc.com/hubfs/Stock%20images/Photo%20editor%20looking%20at%20multi%20colored%20sticky%20notes%20on%20glass%20in%20meeting%20room%20at%20creative%20office.jpeg" ], "mainEntityOfPage" : { "@id" : "https://blog.k2-gc.com/blog/barriers-to-marketing-sales-alignment", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.k2-gc.com/hubfs/k2-gc_Nov_2017/Image/cropped-cropped-K2-logo-2016.png" }, "name" : "K2 Global Communications" } } ```