Finance turns the company's 2027 ambition into a revenue target and a budget. Sales and marketing then have to agree how to deliver that number with those resources, usually starting from two different views of demand. The friction that follows, over lead quality, account ownership, and who owns which part of the target, is mostly structural: the two teams are measured, funded, and rewarded separately.

David, Jillian, and Nikita turn that into four practical decisions: who you're trying to win and how much, what counts as a real opportunity, what buying behaviour looks like, and who does what, and how fast. Each one comes with a working model you can take into your next planning meeting with sales, whichever CRM and tools you run.

What you'll take away

• A 3-question diagnostic to test how aligned your sales and marketing teams are today
• A one-line formula that turns sales' revenue target into marketing's pipeline target
• A segment and buying committee map you can draft and bring to sales for 2027 planning
• A fit and intent scoring matrix you can run with a full martech stack or a shared sheet

Join live to get the alignment starter kit. A starter version of the full operating model, emailed after the session to live attendees only. You'll also be able to put your own questions to David, Jillian, and Nikita in the live Q&A.