B2B Sales Plan: Align Sales and Marketing to Close More

B2B sales and marketing alignment is the missing piece for most growing companies. Steve Phipps and AnnieLaurie Walters unpack how to build a sales plan that actually works. In this episode, you will learn: • How to align your sales and marketing teams around shared goals • Why documenting your sales process drives better results • How to use content to accelerate trust and close more deals • What assignment selling is and how it improves buyer qualification • How to create real collaboration between sales and marketing (not just check-the-box meetings) • How AI can generate content ideas that support your sales process Chapters: 00:00 Why more leads aren’t the answer—alignment is 01:00 Recap of the GUIDE Framework and where “D” fits in 02:00 The sales/marketing disconnect: where revenue goes to die 03:00 Step 1: Start with regular sales + marketing meetings 04:30 Why shared goals matter more than finger pointing 05:30 What alignment looks like even with a one-person team 06:00 Step 2: Move from coexisting to actual collaboration 07:30 Building empathy between marketing and sales 09:00 How CEOs can reframe sales + marketing as one revenue team 10:30 Visual analogy: Interlaced hands vs. just pressed palms 11:00 Step 3: Document your sales process (even if it’s rough) 12:30 What to include in your sales process and why 13:30 Examples of tools: Miro, ActiveCampaign, CRM pipelines 14:30 Step 4: Use content to support sales conversations 15:30 What is assignment selling and how does it work? 17:00 Real-world examples of content that accelerates sales 19:00 The 80% Video: A must-have for qualifying leads 20:00 How CEOs can help sales use content more strategically 21:00 Step 5: Sales and marketing plan content together 22:30 Why sales input makes content sharper and more effective 23:30 Using AI to identify buyer questions from sales calls 24:30 How to get your sales team on board (even if they resist) 26:00 What’s at stake if you don’t align your teams 28:30 Final coaching: Where to start, even if you feel behind 30:00 Your action step this week + how to get the Guide Playbook 31:00 Preview of Episode 5: Evaluate and Adjust Resources: Take the free GUIDE™ Marketing Assessment: https://wayfindmarketing.com?utm_sour... They Ask, You Answer by Marcus Sheridan (now Endless Customers) Wayfind Marketing Learning Center: https://wayfindmarketing.com/learning... Tools mentioned: HubSpot, ActiveCampaign, Miro, Loom, ChatGPT Subscribe to Growth-Minded Marketing for weekly episodes on B2B marketing strategy. Follow Steve on LinkedIn:   / stevetphipps