Andrzej Kopera

Free self-assessment

Sales–Marketing Alignment Assessment

Based on Kotler, Rackham & Krishnaswamy (Harvard Business Review, 2006)

This diagnostic measures the quality of the working relationship between your Sales and Marketing teams. It identifies which of four relationship types describes your organisation: Undefined, Defined, Aligned, or Integrated.

How to use this assessment

  1. 1.Have your head of Sales AND your head of Marketing each complete this assessment independently.
  2. 2.Compare your scores. The gap between Sales and Marketing perceptions is often the most revealing finding — research shows the two functions frequently have very different views of how well they work together.
  3. 3.Use the results to identify which relationship type you're in, and whether you need to (or should) move to a more integrated model.
  4. 4.Not every company needs full integration. A small company with informal, positive relationships may be fine at 'Undefined.' The key is matching your level of alignment to your market conditions.

Who should take this

  • —VP Sales / Head of Sales / Sales Director
  • —VP Marketing / Head of Marketing / CMO
  • —Chief Revenue Officer / Chief Commercial Officer
  • —General Manager / CEO (in smaller organisations)
  • —Individual sales and marketing team members — for a broader organisational view

20 questions, ~5 minutes. Your individual responses are stored anonymously.

Based on Kotler, Rackham & Krishnaswamy (HBR, 2006). Your individual answers are stored anonymously for benchmarking purposes.

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