10 Warning Signs Your Sales & Marketing Teams Are Out of Sync (And Why It’s Costing You)

When Sales and Marketing row in different directions, Your bottom line takes the hit.

The Alignment Imperative: More Than Just a Buzzword

In today’s hyper-competitive market, a well-oiled commercial engine isn’t a “nice to have”—it’s the difference between leading the pack and being left in the dust. Yet, too often, Sales and Marketing operate like rival sporting teams: wearing the same jersey, but chasing different balls. The result? Missed targets, wasted spend, and a commercial strategy that’s more “choose your own adventure” than “march in formation.”

If you’re not seeing those gains, it’s time to ask: are your teams truly aligned, or just sharing office space?

If you spot more than three, It’s time to sound the alarm (Or at least call a Consultant).

1. Revenue Forecasts Miss the Mark—Every. Single. Time.

When your revenue targets are as elusive as a unicorn, it’s not just bad luck—it’s a sign of fundamental misalignment. Strong individual efforts can’t compensate for a lack of unified direction.

2. Profits Are Squeezed, Even as Revenue Holds Steady

Flat profits in the face of steady sales often signal rising costs from inefficiencies—think wasted marketing spend and sales teams bogged down with the wrong leads.

3. The Blame Game Is the Only Game in Town

If “it’s marketing’s fault” or “sales dropped the ball” are common refrains, you’ve got a culture problem—and it’s draining energy that should be spent on customers.

4. Sales Turnover Is Sky High (Or Morale Is in the Basement)

Burnout, attrition, and frustration are the canaries in the coal mine. When sales reps feel unsupported, it’s often because the commercial machine is out of tune.

5. Chasing the Wrong Customers

If your sales team is off pursuing prospects that don’t fit your ideal customer profile, your Go-to-Market strategy is either unclear—or being ignored.

6. Marketing Leads Go Unloved (and Un-followed Up)

High discard rates on marketing-generated leads scream misalignment. If sales and marketing can’t agree on what a “qualified lead” is, your pipeline will always be patchy.

7. Generic Messaging Rules the Day

If your pitches sound like they were written by a committee (or a robot), you’re not connecting with real customer pain points. This is where alignment—or lack thereof—shows up in your brand’s voice.

8. Sales Forecasts Are “Best Guesses” (Not Data-Driven)

Wild swings between forecast and reality point to inconsistent data and a fragmented view of the customer journey.

9. Sales Reps Are Drowning in Admin

When your best closers are spending more time on spreadsheets than on sales calls, you’ve got a process problem that better alignment can fix.

10. Multiple “Sources of Truth” for Performance Data

If every department has its own version of the numbers, you can’t make data-driven decisions—or trust your own reporting.

Why This Matters: The Cost of Misalignment

Let’s not sugarcoat it: misalignment is expensive. It leads to missed revenue, wasted resources, and a culture of frustration. Worse, it means your competitors—those who have cracked the code of commercial excellence—are pulling ahead.

But here’s the good news: recognizing these warning signs is the first step to transformation.

As outlined in the "Commercial Excellence Playbook," self-diagnosis is a powerful tool. By honestly assessing your current state, defining your ideal, and weighing the importance of each area, you can plot a path to commercial maturity.

And the payoff is real. BCG research shows that when Sales and Marketing are fully aligned, business performance jumps by 10-20%. 

That’s not just a rounding error—it’s a competitive advantage.

If you recognize even a handful of these red flags, it’s time to move from reflection to action. In Part II of this series, we’ll dive into practical steps to realign your commercial teams and unlock the performance gains your business deserves.

Curious where your organization stands? Visit www.commexconsulting.com.au to learn more, and stay tuned for the next article in this series—where we’ll show you how to turn warning signs into winning strategies.