Marketing and sales teams are famously frenemies. They share common goals-driving revenue for their company-but poor communication regularly gets in the way of these two teams working together. Sales and marketing alignment is no small task, but it's not a mystery. We know what causes misalignment:

No shared understanding around who we're trying to reach.
Inconsistent methods of measuring success.
Poorly integrated tech that doesn't support simple handoffs.
Frequently assigning blame but rarely sharing credit for revenue results.
Real or imagined cultural clashes ("Marketers are mired in process and research." "Sales only cares about hitting targets, by any means necessary.").
And, sometimes, a lack of trust and personal relationships.