Marketing
One pipeline, two teams: getting marketing and sales to agree on a target list
Shared lists, shared definitions, and shared exports — the operational habits behind reliable pipeline reviews.
June 11, 2026 · 5 min read · Sofia Almeida
Misalignment is rarely about intent. It is about two teams maintaining two lists with two definitions of qualified.
Fix it structurally: one saved list per segment, owned jointly, exported to the CRM on the same cadence. When the list is the contract, the weekly meeting becomes a review instead of a debate.
Agree on the disqualification rules in writing. Ambiguity always resolves in favour of whoever is measured on volume.
Review the segment, not the individual account, unless a deal is stuck. Segment-level review is what surfaces targeting problems early.