In today’s fast-evolving B2B landscape, marketing and sales teams face mounting challenges as buyers become more self-directed, technology reshapes workflows, and market volatility accelerates. For B2B organizations, aligning marketing and sales has always been a critical priority — but achieving that alignment is more essential today than ever before. Teams often fall into the trap of focusing on internal metrics, siloed priorities, and outdated approaches rather than placing buyers at the center of their strategies.

To succeed, marketing teams must first align internally before they can partner effectively with sales across the buyer’s journey. The path forward isn’t easy, but it’s clear: Marketing leaders must embrace buyer-centric strategies, recalibrate their teams’ expertise, and foster collaboration across functions. Here’s how to build the foundation for alignment and scale in an era of disruption.

Recalibrating Expertise For Buyer-Centric Growth

Before marketing teams can effectively collaborate with sales, they must first get their own house in order. Internal misalignment between marketing subfunctions, such as customer marketing, partner marketing, and earned media creates duplication and redundancy, which are fatal in today’s fast-moving environment of automation and genAI.

To avoid these pitfalls, marketing teams should adopt a shared, buyer-centric vision that clarifies their roles and responsibilities. This starts with a common understanding of the audiences that matter most. By shaping their approach around the buyer’s journey and sharing insights freely, marketing teams can coordinate efforts and deliver greater value to the business. Leaders should ensure that teams are organized around the audiences they serve and that each team member’s role is clearly defined around:

• Storytelling. Messaging experts need to craft compelling narratives that resonate with buyers’ needs and challenges. These stories should be informed by deep insights into specific audience segments, whether internal buying groups or external stakeholders like partners and thought leaders. Personalization and localization are increasingly critical, and teams must cultivate expertise in tailoring messages for specific accounts or regions.
• Strategy and orchestration. As automation and genAI play a greater role in shaping buyer journeys, strategists must ensure that program outcomes align with buyer value and business goals. They should interpret trends, uncover new opportunities for engagement, and exercise control over budgets and prioritization guardrails.
• Points of engagement. Buyers interact with a wide range of channels, from digital communities to events to partner touchpoints. While some of these channels can be automated, others require human involvement to manage complex engagements. Channel managers should focus on delivering excellence across all buyer touchpoints, combining automation with personal interaction where needed.

The future of B2B growth depends on breaking down silos, adapting to buyer needs, and leveraging the transformative power of automation and genAI. Marketing teams that rise to the occasion will not only meet buyers where they are but also elevate their value across the business. Forrester clients can learn more by accessing the full report and scheduling a guidance session to explore the opportunity and map the path forward for their own teams.

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