Online course: B2B Sales-Marketing Alignment
Align marketing, sales and leadership: Increase pipeline quality and go-to-market efficiency.
Instructor: Mason Cosby
Founder of Scrappy ABM
When Sales, Marketing, and Leadership don’t speak the same language, leads get lost, messaging gets diluted, and your GTM strategy underperforms.
This course gives you a practical framework to align faster, close more deals, and scale smarter in today’s AI-fueled, high-pressure environment.
- Align Sales and Marketing around shared KPIs, dashboards, and revenue targets
- Learn how to translate Marketing strategy into Sales value (and vice versa)
- Bridge the gap with Leadership by framing marketing in terms of strategic business value
- Balance brand building and sales activation so neither gets deprioritized
- Spot the hidden misalignments in Sales compensation, ICP definition, and pipeline expectations
Trusted by marketers at
Misalignment isn’t just frustrating – it’s expensive.
If Marketing is optimizing for reach while Sales is scrambling to hit quota, and Leadership doesn’t know how to measure Marketing’s impact, you’re not aligned – and in today’s AI-driven market, that kind of misalignment kills growth.
This course breaks the cycle by showing you how to build trust with Sales by understanding what they need (and how they get paid), reframe Marketing in terms leadership respects (outcomes, not activity), and balance short-term sales activation with long-term brand growth. You’ll learn how to build sales activation playbooks that create a predictable pipeline and translate your strategy into business outcomes everyone can rally around – so your go-to-market plan becomes something cross-functional teams believe in and execute.
Here’s why marketers choose CXL
Course overview
Watch it on your schedule
Come away with a practical alignment plan, proven internal communication frameworks, and activation playbooks to drive qualified pipeline right away.
SESSION 1
From misalignment to momentum – Fixing the Sales-Marketing disconnect
Sales wants pipeline. Marketing wants to build the brand. Leadership wants results yesterday.
This session gives you a battle-tested blueprint for getting Sales and Marketing on the same page – so you can generate consistent pipeline and make room for long-term growth.
- The 3 root causes of misalignment: goals, timelines, and incentives
- What Sales really wants (and how to meet them halfway without becoming a service desk)
- Why Marketing’s time horizon clashes with Sales urgency – and how to reconcile it
- How to lead internal conversations with empathy and authority
- Scripts and frameworks to reposition Marketing around revenue impact
- How to balance short-term pipeline programs with long-term brand building
- Why Sales comp plans may quietly undermine your best Marketing efforts
- Activation playbooks that Marketing can launch to drive qualified pipeline now
You’ll walk away with a practical plan to build trust with Sales, generate immediate impact, and start operating as one unified go-to-market team.
SESSION 2
Aligning with Leadership – speaking the language of growth
You can’t scale what leadership doesn’t believe in.
This session shows you how to reframe your marketing strategy around executive priorities – so you get buy-in, resources, and sustained momentum for growth.
- How to identify your best customers – and whom to target next
- The gap between how leadership thinks and how marketing communicates
- How to frame marketing’s value in terms of revenue, efficiency, and strategic priority
- Why brand vs. activation isn’t a trade-off – it’s a timeline conversation
- How to anchor every marketing plan to the company’s business objectives
- The questions leadership is asking (that Marketing rarely answers well)
- How to pitch a consistent 18-month pipeline vision that earns trust
- What to do when Sales comp plans undercut your best marketing work
You’ll leave this session with the language, logic, and leadership framing to elevate Marketing’s role from “support function” to growth-driving force.
Meet your instructor
Mason Cosby builds marketing programs that deliver millions using the Scrappy ABM Methodology.
Mason specializes in building Scrappy ABM programs on low budgets that drive high impact. Serving as the Marketing Lead at numerous boutique, bootstrapped businesses, Mason has sourced over $20M in the past 3 years.
CXL is where you learn to ship what’s working today.
You get training built for execution.
Led by the top 1% of marketers from leading brands and agencies.
Every course is designed for tangible outcomes: higher conversion rates, faster growth, and smarter decisions. Based on what’s truly filling pipelines, generating demand, and building brands that dominate their categories.
You’re not learning theory. You’re shipping what’s already proven to work.
Need some more convincing?
Listen to this agency owner explain why he trains his team at CXL