<p>Sales and marketing alignment has been a board-level priority for years, yet for many B2B organisations the biggest friction still lives in the details, incentives, data models, tooling, and day-to-day execution.<br /></p><p>From commission structures and lead tiering to buying groups, CRM architecture, and marketing operations, alignment isn’t simply about communication, it’s about shared systems, shared signals, and shared accountability for revenue.<br /></p><p>In this episode of B2B Marketing Futures, senior go-to-market leaders come together for a candid roundtable discussion on where alignment breaks down in practice, what frameworks actually improve collaboration, and how modern GTM teams can move from lead-based thinking to true revenue partnership.<br /></p><p>Participants:</p><p>• Ravali Dodia, Director, Integrated Marketing Campaigns, ServiceNow</p><p>• Melissa Kasey, VP GTM Business Systems, Yext</p>