Business
How to Align Marketing and Sales in B2B Tech
Simone Justiniano details weekly cadences and in-depth interviews with sales leadership to align strategies and goals.
Integrating marketing and sales in B2B tech requires structured internal communication and shared goals. Delfia Marketing Director Simone Justiniano shares practical strategies to eliminate operational friction and foster a collaborative partnership with sales teams.
Tension between marketing and sales often intensifies as companies scale and navigate complex deal cycles. In a conversation with Bruno Gimenes on Marketing - The Podcast, Simone Justiniano, Marketing Director at Delfia, explained how she structures internal communication and planning to help both teams operate in lockstep within B2B tech.
In the video above, Justiniano and Bruno discuss the technical complexity of enterprise sales and the importance of establishing routine listening mechanisms across the organization's revenue leadership.
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Regular cadences between marketing, sales, and partnerships
To eliminate communication friction and align day-to-day priorities, Delfia established a routine of recurring meetings among business unit leaders. This structure directly connects sales divisions and the partnerships team with marketing.
"Here at Delfia, we have a weekly meeting between marketing leadership—which is me—the sales leadership, split into three divisions, and partnerships leadership," Justiniano said. According to her, this space reduces friction and allows both sides to fine-tune their plans: "That's where we cut out noise, get tons of insights, and start to better understand the commercial team's needs, while they also get visibility into marketing strategies tied to those sales goals."
Justiniano emphasizes that formal, recurring exchanges are much more effective than relying solely on everyday asynchronous messaging. "The advice I would give listeners is to establish set cadences with leadership or your sales counterpart so it's locked into the calendar," she states. "We all love sending an email, we love WhatsApp, but standing meetings allow us to truly exchange ideas and move forward together."
In-depth interviews to support revenue goals
Another initiative Justiniano introduced to bridge the departments took place during the strategic marketing planning phase. Rather than outlining initiatives in isolation, her team conducted direct interviews with sales directors to map each division's needs.
"When I was building the marketing plan, the first thing I did was a focus group—an in-depth interview with each sales director, listening—listening is the key word—to what their goals were," Justiniano explains. "I'm not just talking about financials, but what their core objectives are. By listening to all of that, I could understand the ground reality of each unit and how marketing could use its expertise to provide strategies that help sales hit their targets."
The alignment gains momentum when marketing positions itself as an enabler of revenue delivery in high-ticket industries, where sales reps face constant pressure and customer retention is critical. "Once everyone understands that marketing has the tools and strategy to help them hit their targets, and that we are in this together, the dynamic shifts from competition to true partnership," Justiniano highlights.
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