An example of someone doing this well today

The results so far include…

increase in conversion rates

new revenue

And vice-versa

From what I've seen, it's not possible (or very hard?) to get sales and marketing alignment at the operational level alone.

We need to go up a level to customer alignment.

Otherwise we're trying to cure hangovers by taking our shoes off before we go to bed.

Instead, look to align both functions first with the customer and everything else will follow.

Yes, do ABM.

Yes, do demand gen.

Do all of these things – but place the customer in the middle, and use data to work out how to serve their needs progressively better over time.