Revenue and sales
Sales and marketing alignment is the set of written rules by which information moves from one function to the next without losing value, and it exists to stop an opportunity the company has already paid for from dying in transit.
Enrico Giubertoni measures it at the hand-offs rather than in meetings: marketing answers for lead volume, sales for closed revenue, and the stretch that joins those two numbers sits outside both objective sheets, so nobody guards it.
An example
Marketing hands sales a contact who has already asked for a quote, and the context stays behind: what they had read, how urgently they had written. The rep calls back three days later and starts again from the first question, so the same qualification gets paid for twice. Neither department got its own piece wrong: what the piece in the middle lacks is a name who answers for it, a deadline for picking it up and evidence that it happened.
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