Strategy layer · extends “Motion” in the approach
One motion, one plan and one scoreboard, shared.
This is where the three layers meet. For each stage of the journey we set what marketing does, what sales does and the one measure they share, so handoffs are designed rather than negotiated, and nobody optimizes a number the other team cannot see.
Where the value leaks
Three ways it goes missing.
- 01
Two plans, two scoreboards
Marketing is measured on leads and sales on revenue, so each can hit its number while the company misses its own.
- 02
Handoffs negotiated, not designed
What counts as ready, and what travels with the account, is argued over every quarter instead of written down once.
- 03
Measures only one team can see
A metric that lives in one team's tool cannot be acted on by the other, however much it matters to both.
The leak, shown
The journey's stages across, and down the side what marketing does, what sales does, the measure they share and who owns it.
One plan for
Tier A accountsOne message per marketOne scoreboardIllustrative$120M B2B manufacturer
Stage 1
Attract
- Marketing does
- Reach Tier A accounts with the message written for their market.
- Sales does
- Warm the named list. Connect first; pitch later.
- They share
- Tier A accounts engaged
- Owned by
- Marketing lead
Stage 2
Qualify
- Marketing does
- Score on fit and signal, and pass the account over with its full context.
- Sales does
- Respond inside the promise and confirm the problem.
- They share
- Qualified pipeline
- Owned by
- Revenue operations
Stage 3
Decide
- Marketing does
- Supply the proof each buying role needs, in the order they need it.
- Sales does
- Multi-thread: engage every decider and every influencer.
- They share
- Win rate
- Owned by
- Sales lead
Stage 4
Expand
- Marketing does
- Drive adoption and open the case for the next use.
- Sales does
- Run the account plan toward the second purchase.
- They share
- Net revenue retention
- Owned by
- Customer success
One scoreboard, three numbers: pipeline created, win rate and net revenue retention, reported to both teams, owned by both.
How we ensure the value
A baseline, a standing control, and proof.
The same three moves on every engagement, so a gain is a number against a starting point, held by a rule with an owner, and reported whether or not it flatters us.
- 1
Baseline
We write down how sales and marketing work today, stage by stage, where each hands off and what each is measured on, and fix the shared starting numbers.
- 2
Standing control
One plan, one scoreboard and a named owner for every step, with a monthly joint review where the scoreboard is the agenda.
- 3
Proof
Pipeline created, win rate and net revenue retention are reported to both teams from one source, with changes tied to decisions made in the review.
What you get
What we hand over.
- The shared plan, by journey stage
- Handoff definitions, with the context that travels with them
- One scoreboard, built in your reporting
- Roles and owners for every step
- The review cadence that keeps it alive
How it connects
No part of this works alone.
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