I wrote a LinkedIn post in October 2026 about the structural gap between marketing and sales in B2B companies and how it hurts growth and costs. I argue that the most expensive gap is not a lack of leads or talent, but the separation of the two functions in the org chart.
The most expensive gap in most B2B companies is the one between marketing and sales.
A lead is not a handoff. It is the middle of one long conversation that should not have a wall running through it.
If your marketing and sales teams quietly blame each other, that is not a people problem. It is a structure problem.
- Decision: Restructure the organization so marketing and sales operate as a unified motion.
- Why: Companies that align the two see faster growth; internal dialogue replaces blame and fuels better buyer‑centric messaging.
- Methods:
- Cross‑functional dialogue – sales share buyer feedback, marketing adapts campaigns.
- Eliminate the “handoff” mindset – treat leads as a continuous conversation thread.
- Redraw org charts to create joint revenue‑generation teams or embed marketers in sales pods.
- Align metrics – share pipeline contribution and revenue attribution.