alignment practice outcomeIf time and resources are being wasted, preventing progress on other high-value growth related initiatives, and you can’t measure the impact and value of functional organizations and teams to business outcomes, you have an alignment challenge.

Alignment is essential for measuring any function within your organization.

Alignment is critical for strategy, operational plans, and brand-related initiatives, and making well informed decisions about target markets, customers, channels, touch points and content investments. Alignment across organizations is especially important when innovation and flexibility are priorities.

Alignment leads to increased revenue and profitability. Lack of alignment results in lack of accountability and unrealized opportunities.

It’s easy to think that if each of the company’s functional organizations have a strategy and operational plan, and performance measures in place, that everyone will know how their efforts impact other organizations and the business as a whole. That they will naturally work together to achieve the corporate mission, values, and short and long-term growth objectives. Unfortunately, that doesn’t always work out.


Create Marketing Alignment with Direct-Line-of-Sight

Why companies engage us. There were break points in alignment of functions and measures: functional strategies such as marketing to corporate strategy, solution positioning to corporate branding, alignment across and between functions such as Marketing, Sales, Information Technology and Finance. Investments and performance measures displayed on functional dashboards didn’t roll up to corporate-level performance measures and dashboard. The contribution of a function, especially Marketing, to business outcomes could not be quantified.

What we deliver. Expertise on how to evaluate and determine whether your functions, especially Customer Success, Marketing and Sales, are aligned with other corporate organizations, so that everyone can be focused on company growth and customer-centric strategies. Experience, to help you create, or course-correct, positioning and messaging that supports the company brand and resonates with targeted customers, resulting in market leadership. And, that all measurements provide direct-line-of-sight to support customer acquisition, retention and growth goals.

Start with alignment – it is the foundation. One functional area believing it is doing the right thing is not nearly as powerful as a collaborative effort with all key stakeholders. The CMO, CFO and CIO all need to be aligned to get the needed prioritization of the CEO.” Jay Verellen, General Manager, Additive Manufacturing – Infrastructure Business Group –  Kennametal


Alignment Business Results Outcomes Growth Customer-Centricity Sales and Marketing


Connect Functional Activities and Investments to Business Results

Showcase what your functional organizations can do to support the whole business. Our Alignment resources range from interactive workshops (Set Your Strategic Direction for Growth, Make Your Plan Measurable and Customer-Centric, and Positioning & Messaging), to a Fast-Track Plan Review, to our proven, customer-centric Accelance® methodology, to a comprehensive collaborative engagement.

Here are just 3 of the ways we can help you improve alignment.

Marketing and Sales Alignment Pipeline Engineering Workshop

Common issues such as long sales cycles, lack of qualified opportunities, and stagnate pipelines often suggest that there is a need for sales and marketing alignment. Our Pipeline Engineering for Marketing and Sales Alignment Workshop ensures both organizations will collaborate based on the customer buying process

aaccelance planning alignment accountability

Alignment and accountability are highly interconnected. Both are needed to create an outcomes-based plan, with associated metrics and performance targets that connect activities and investment to business results. Our proven and patented customer-centric Accelance® methodology will help you do just that.

Use our collaborative consulting to build your internal expertise.

Let’s put our heads together to create a customer-centric strategy and plan, including positioning and messaging, that is fully-aligned to business outcomes via direct-line-of-sight measures. Benefit from the combination of our expertise, proven best practices incorporated in our JumpStart Positioning methodology, and patented Accelance® Alignment Process, our knowledge and skill transfer, and change management experience to help you achieve your objectives. We offer a robust, customized consulting engagement designed to address your unique needs.

Yes, Let’s Talk


“I love your articles and advice – I feel like everything you write is thought-provoking and actionable.” – Marcie, Marketing Director, Technology industry.

Join our community to gain insights into creating growth strategies and execution; and employing growth enablers, including accountability, alignment, analytics, and operational excellence.

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