The Conditions Making Alignment Non-Negotiable
Dec 02, 2025Two forces make sales–marketing alignment more urgent than any time in my career:
1. Outbound is harder than ever.
Noise is high. Connect rates are low(er). Pure hustle isn’t enough.
2. AI is everywhere.
Your competitors are wiring AI into targeting, enrichment, routing, scoring, messaging, and execution.
Without a demand engine that’s tightly synced to sales — especially outbound — you’re outmatched.
Pure outbound still works, but it works multiples better when it’s fueled, informed, and accelerated by marketing’s demand engine and AI stack.
The teams that integrate win.
The ones that don’t fall behind fast.
Real GTM Results. Not Just Theories.
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