Getting your sales and marketing teams to operate like a well-oiled machine is no small feat, especially with dozens of tools, stakeholders, and priorities to juggle. But when alignment is strong, the funnel flows faster, teams trust each other more, and the customer experience feels seamless.

In this conversation, Mary Meehan, Director of Digital Marketing at IFF, shares her first-hand experience of what it really takes to get that perfect “handshake” between marketing and sales. Spoiler: It’s not just about syncing up your technology, it’s about aligning people, building trust, and creating processes that are built to scale.

What you’ll walk away with

• A clear-eyed definition of what marketing and sales alignment actually looks like in action—and why it matters
• Tips for creating shared definitions and visibility across teams
• Lessons from rolling out scalable, enterprise-wide lead management programs
• Ideas for building trust and mutual accountability without over-engineering the process

Whether you’re an alignment pro or just starting your journey, this conversation will leave you inspired to evaluate your current processes and approach cross-team collaboration through a customer-first lens, rooted in building trust to foster stronger alignment and create truly connected experiences.

If you’re headed to Dreamforce this year, sign up for The Growth Lounge, the hub for marketing, sales, and customer success, to connect on conversations like this one and get aligned for creating seamless customer experiences that drive lasting growth.