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Technical Models and Guides

How to use Customer Centricity to Create a Partnership with Sales and Marketing

Written by Propolis Expert Barbara Stewart

Learn how to overcome the age-old battle of sales and marketing alignment through top-notch CX.

Being laser-focused on the customer or prospect creates a partnership between sales and marketing because it ensures that both teams are aligned around a common goal: delivering a great customer experience.

By putting the customer at the center of everything they do, sales and marketing can work together to better understand customer needs, preferences, and pain points, and develop targeted messaging and strategies that resonate with the customer.

This partnership between sales and marketing is strengthened when both teams are able to share data, insights, and feedback about the customer or prospect. For example, marketing may gather data on customer behavior and preferences, while sales may gather feedback on customer pain points and objections. By sharing this information, both teams can gain a more complete picture of the customer and develop strategies that address their needs and preferences.

This laser-focused approach to the customer or prospect also creates a culture of customer-centricity within the organization. When everyone in the organization is focused on delivering a great customer experience, it creates a sense of shared ownership and responsibility for the customer’s success. This culture of customer-centricity can help to align sales and marketing around a common goal and drive greater collaboration and partnership between the two teams.

To find out how to develop a shared understanding of the buyer, agree on ways of working, and create shared experiences, download the accompanying model.


This is one of eight models and guides produced every quarter by the Propolis Experts, each designed to help develop knowledge and drive efficiencies across your marketing campaigns. The full set of models and guides is available exclusively to Propolis members.

Barbara Stewart

Customer Experience Expert, B2B Marketing

Barbara Stewart is the Customer Experience Expert for Propolis, the global community for B2B marketing leaders.

Throughout her 18 year career she has worked across most sectors, including FMCG, travel, financial services, healthcare, real estate, software & tech, public sector, retail & telco business of all shapes and sizes. She is passionate end-to-end Customer Experience and is a Marketing consultant with a knack for distilling complexity into simplicity.

Barbara is one of seven Experts on hand for Propolis members to access at any time offering impartial, trusted advice that is tailored to their specific business needs.

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