Guide · 6 min read

AI marketing and sales alignment: shared source of truth

The classic marketing-vs-sales attribution war ends when both sides trust the same live model. AI is what makes that possible.

The unified model

  • Lead score visible to both teams with live reasoning
  • Attribution with weighted multi-touch, refreshed weekly
  • Shared definition of MQL, SQL, opportunity

Where it breaks

Ownership of the model. Neither side wants the other to control it. Put it under RevOps or the CRO.

What lifts

Lead handoff response time drops from hours to minutes. Sales rejection rate of MQLs drops 30-50%.

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