By Michael K. Adonteng
January 21st, 2026
Sales and marketing alignment gets talked about a lot. In reality, it’s still one of the biggest blockers to predictable growth.
Most organisations say they’re aligned. Few actually are.
What usually sits underneath the friction isn’t effort or intent. It’s clarity. Clarity on who you’re really selling to, what story you’re telling, and how success is measured across the funnel.
For CSOs, alignment with the CMO isn’t optional anymore. It’s a leadership responsibility. Especially in markets where buying journeys are complex, budgets are scrutinised, and trust takes time to earn.
Here are three questions every CSO should be asking their CMO right now if growth is a priority.
- Which Accounts Actually Matter Right Now?
Most sales teams don’t struggle with activity. They struggle with focus.
When everything is a priority, nothing is. And that usually comes from a lack of clarity around who the business is really built to serve today.
This is where the CMO’s insight becomes critical. Marketing teams sit on a goldmine of data: engagement trends, audience behaviour, conversion signals, and market shifts. That data should shape where sales effort goes next.
The question isn’t “Who could we sell to?”
It’s “Where are we most likely to win right now?”
In practical terms, this means:
- Knowing which segments are actively showing intent
- Understanding which profiles convert fastest and stick longest
- Being honest about where demand is cooling or heating up
For teams operating across African markets or selling into multiple regions, this matters even more. Buyer maturity, risk tolerance, and buying triggers vary widely. A one-size approach slows everything down.
When sales and marketing agree on priority accounts, energy gets focused. Reps stop chasing noise. Pipeline quality improves. Momentum builds.
- What Story Are We Actually Telling the Market?
Most companies talk a lot, but say very little.
Sales conversations often drift into features. Marketing campaigns chase attention. Meanwhile, buyers are asking a much simpler question: Why should I care?
This is where alignment breaks or holds.
Marketing usually has a strong sense of what messaging resonates. They see which narratives convert, which stories land, and which fall flat. Sales needs that insight in real time, not buried in a deck or campaign report.
Strong messaging does three things:
- It speaks directly to a buyer’s current reality
- It connects value to outcomes, not functionality
- It sounds consistent whether it comes from a website, a salesperson, or a boardroom
In many African markets, this is especially important. Buyers often care deeply about reliability, long-term value, and impact. Messaging that reflects local context and real-world constraints builds trust faster than polished global narratives.
When sales and marketing align on messaging, conversations shift. Reps sound confident. Buyers feel understood. And deals move with less friction.
- How Are We Tracking Progress Across the Whole Funnel?
This is where most alignment quietly breaks down.
Marketing looks at engagement. Sales looks at revenue. Both are right, but neither sees the full picture alone.
The question isn’t “Are we getting leads?”
It’s “Are we moving deals forward with intent?”
True alignment means shared visibility across the funnel. From first touch to closed deal, both teams should understand:
- Where momentum is building
- Where deals are stalling
- Which signals actually predict conversion
When metrics are aligned, conversations change. Instead of debating performance, teams solve problems together. If leads from a certain region convert faster, sales can double down. If a stage consistently leaks, both teams can fix it before revenue suffers.
In fast-moving or emerging markets, this matters even more. Conditions shift quickly. Teams that can read the signals early adapt faster and win more often.
Why This Alignment Matters Now
Growth today is not about working harder. It’s about working in sync.
When CSOs and CMOs are aligned:
- Pipeline quality improves
- Sales cycles shorten
- Forecasts become more reliable
- Teams stop pulling in different directions
This is especially true across African markets, where nuance, context, and relationships play a huge role in how deals progress.
Alignment creates clarity. Clarity creates momentum.
Final Thought
Strong sales and marketing alignment does not come from more meetings or better dashboards. It comes from asking the right questions and being honest about the answers.
When CSOs and CMOs share ownership of targeting, messaging, and measurement, growth stops being reactive and starts becoming intentional.
That is where real momentum comes from.
At ASA, we help leadership teams build that alignment and turn it into repeatable execution. Because growth does not come from noise. It comes from focus, clarity, and shared direction.
Explore our articles section for other topics of interest.
Michael K. Adonteng
Founder, ASA
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