Alignment between Sales and Marketing is a sea snake for B2B organizations. Mally synchronized objectives, divergent temporalities, blurred definitions of the “lead quality”: tensions are known, the remedies often theoretical. But a recent evolution changes the game in depth: joint exploitation of behavioral signals – Or Inteent data – Finally opens the way to a real alignment, based on action.
Marketing is no longer alone in producing upstream
Traditionally, marketing generated leads, which salespeople considered it too cold. Marketing responded with volumes, sales demanded heat. The problem was not the channel, but the Fracture in reading the purchase cycle.
Today, the tools make it possible to detect low-noise but with high value: repeated navigation on key pages, search on sectoral keywords, indirect engagement via partners or comparators. These signals, long reserved for specialized platforms such as Bombora or 6sense, become accessible directly from CRMs or web platforms.
Marketing no longer provides only a name and an email. It provides a contexta behavioral trajectory, a level of intention. The salesperson no longer receives an abstract lead, but an activated situation.
Three pillars for common land
So that Sales and Marketing converge around the Inteent, it is still necessary Place a clear operational framework. Three pillars are essential:
1. The construction of a shared scoring
An engagement score without Fit score is worth nothing. A non -binding FIT score is not a priority. The most efficient model crosses:
- THE level of intention detected (frequency, pages consulted, duration),
- THE adequacy level With the strategic target (sector, size, techno used).
This scoring must be co-constructed Between the teams, and not imposed by marketing. It then becomes a common reading grid, not a source of litigation.
2. The formalization of activation playbooks
Each combination of “behavioral score x customer profile” must lead to a predefined action:
- Retargeting + content if the signal is low but made it high.
- Personalized email sequence if the Inte is average.
- Immediate call if the Inteent is strong and the priority account.
These playbooks are shared tactical protocols : they avoid loss of time and clarify responsibilities.
3. Unified performance monitoring
Reporting can no longer be dissociated. Marketing follows the volume of signals detected, sales measure conversions and cycles. There key is data chainingfrom intention to transformation. This imposes common tools, but above all a shared reading of the indicators.
A collateral profit: refocusing on real accounts
The interest of the Inteent Data is not to multiply the tracks, but reduce noise. By crossing the signals with the TAM (Total Addressable Market), the teams identify The accounts that really move. This reduces internal friction, avoids subjective debates on “quality of leads”, and refocuses efforts on concrete, identifiable, immediate potential companies.
Salesops as a conductor
This new model is only viable if a transverse function pilots data, workflows and arbitrations. THE Dirtyor failing that a Sales-Marketing Ops tandem becomes the guarantor of consistency between signal sources, qualification criteria, and activation temporality.
Alignment, by facts
The Inteent Data does not magically solve the tensions between Sales and Marketing. But it changes the playing field. It allows you to go from the theoretical lead to the contextualized signal, from volume to relevance, from debate to action.
