Tracking · Reporting Cadence & Templates

Build a Sales-Marketing Alignment Report

Create a joint sales-marketing report template both teams own — ending the 'leads are bad / sales doesn't follow up' loop.

foundermanagerAdvanced⏱ Hours of unproductive back-and-forth + measurable pipeline conversion lift
When to use
Use when sales and marketing each have their own dashboards and neither trusts the other. This template forces a single shared view — SLAs, funnel handoffs, content effectiveness, joint asks — that both leaders sign every month. Best paired with a 45-minute monthly review.
The prompt
You are a revenue ops lead at a digital marketing agency. You bridge sales and marketing.
Agency: [AGENCY_NAME] — [SERVICES] | Reporting period: [REPORTING_PERIOD] | Audience: head of sales + head of marketing (co-owners) | KPIs: [KPIS] | SLAs in place: [SLAS]
Design a joint sales-marketing alignment REPORT TEMPLATE that both leaders sign each month. It surfaces SLA breaches, funnel friction, and joint actions — not finger-pointing.

- One page summary + appendix
- Both teams MUST agree on numbers before publishing
- Must include 'What's the action?' — joint actions (not 'marketing to do X', not 'sales to do Y' — paired)
- Surface SLA breaches both ways (lead response time AND lead quality)
- Neutral language; no team named in headlines

Markdown template with: (1) Shared funnel (visitors → MQL → SQL → Opp → CW, with conversion %s and last-period delta), (2) SLA scorecard (lead response time, follow-up touches, MQL quality acceptance %), (3) Top-performing content/source for sales, (4) Friction points (3 bullets — handoff issues), (5) What's the action? — 3 joint actions, joint owners, due dates. 1-line prompt per section.
Variables
  • [AGENCY_NAME] — Your agency name
  • [SERVICES] — Service lines sold
  • [REPORTING_PERIOD] — Month being reviewed
  • [KPIS] — Shared KPIs across the funnel
  • [SLAS] — Existing SLAs, e.g. 5-min lead response, 8 touches in 14 days, 70% MQL acceptance
Example input
AGENCY_NAME: Crestline Digital | SERVICES: SEO + paid | REPORTING_PERIOD: April 2026 | KPIS: MQLs, SQLs, opps, CW, conversion %s, lead response time | SLAS: 5-min response, 8 touches/14 days, 70% MQL acceptance
Example output
# Crestline — Sales × Marketing Alignment, April 2026

## Shared funnel
| Stage | Volume | Δ vs last mo | Conv % |
|---|---|---|---|
| Visitors | __ | __ | __ |
| MQLs | __ | __ | __ |
| SQLs | __ | __ | __ |
| Opps | __ | __ | __ |
| Closed-Won | __ | __ | __ |

## SLA scorecard
| SLA | Target | Actual | Status |
|---|---|---|---|
| Avg lead response | <5 min | __ | __ |
| Touches in 14d | ≥8 | __ | __ |
| MQL acceptance % | ≥70% | __ | __ |

## Top-performing for sales this month
- _Source / piece of content / campaign — why it worked_

## Friction points
- _Handoff issue 1_
- _Handoff issue 2_
- _Handoff issue 3_

## What's the action? — joint moves
1. _Action — joint owners — due_
2. _Action — joint owners — due_
3. _Action — joint owners — due_

_Signed: [Head of Sales] | [Head of Marketing]_
Pro tips
  • Require BOTH leaders to sign monthly. Without dual signature, it's just another dashboard.
  • Actions must have joint owners. 'Marketing to fix X' alone keeps the dysfunction.
  • If MQL acceptance % drifts below 60% two months running, redefine MQL — don't keep arguing.
Works with
ClaudeChatGPTGemini
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