TL;DR — Most companies say they’re “customer-focused,” but their workflows tell a different story. If your sales, marketing, and customer success teams aren’t aligned, you’re creating friction instead of revenue. It’s time to rethink your go-to-market workflow—because the way you sell should match the way your customers buy. Listen on Apple or Spotify.
Hi Reader,
How easy is it for customers to buy from you?
Most CEOs assume their sales and marketing teams are aligned, but in reality, outdated workflows are making it harder—not easier—for customers to say yes. That’s why I’m challenging every CEO to take a closer look at their go-to-market workflow.
Your sales team might be using a CRM stuffed with years of unorganized data. Marketing might be generating leads that sit untouched. And your customers? They’re moving forward without you.
If your revenue isn’t growing the way you expect, this episode is a must-listen. I’m breaking down the biggest GTM workflow mistakes I see (and how to fix them).
Key Insights for CEOs:
1. Your CRM is probably working against you. Most companies treat their CRM like a dumping ground for old data. Instead of fueling sales, it slows everything down. A cluttered CRM makes it harder to track real opportunities and understand your pipeline.
- ☑️ Your Action: Ask your team: “How clean is our CRM, really?” If the answer isn’t clear, it’s time for an overhaul.
2. Marketing and sales should pass the baton—not drop it. If marketing-qualified leads (MQLs) go into your CRM before they’re ready for sales, you’re creating chaos. Marketing should nurture leads until they show clear buying signals—then they move to sales.
- ☑️ Your Action: Challenge your team to define the exact moment an MQL becomes an SQL. If there’s confusion, your workflow needs a refresh.
3. Your data should tell a clear story—not create more questions. Sales leaders need to see the full customer journey, but when data is scattered across platforms, it’s impossible to track progress. A well-structured go-to-market workflow brings clarity to forecasting and decision-making.
- ☑️ Your Action: Ask yourself: “Do I trust the data I’m seeing in my pipeline?” If not, it’s time to refine your reporting process.
The goal? No friction for your customers.
Your job as CEO isn’t to micromanage sales and marketing—it’s to set the right systems in place so customers can move seamlessly from “hello” to “I’m a loyal customer.” If that process isn’t smooth, neither is your revenue growth.
I break it all down in this week’s solo episode—tune in and take action.
🎧 ➡️ [Click Here to Listen Now]
To Your Sales Success,
Alice Heiman