---
title: "Defining GTM Process"
type: doc
evidence_type: method
category: "Aligning Sales & Marketing"
publisher: "LeanScale"
date_modified: 2024-05-28
word_count: 281
topics: ["gtm-strategy", "demand-generation"]
canonical_url: https://knowledge.leanscale.team/docs/aligning-sales-marketing-defining-gtm-process/
source: "LeanScale Knowledge Hub — https://knowledge.leanscale.team"
license: "Free to quote and cite with attribution to LeanScale."
---

# Defining GTM Process

**Evidence type:** method (what we prescribe)

Most sales and marketing conflict traces to process rather than personality. The recurring faults are inconsistent data definitions and unclear routing and handoffs, and both are fixed the same way — by agreeing the definition, documenting the handoff, and enforcing it in the system rather than by convention.

#### Market Processes: A Source of Conflict

Market processes can be a significant source of conflict between sales and marketing teams. This is because these processes often involve the handoff of leads from marketing to sales, and there can be disagreement about the quality of the leads, the timing of the handoff, and the process for managing and tracking leads.

#### Misalignment on Data Definitions and Processes

Another common cause of misalignment between sales and marketing teams is a lack of agreement on data definitions and processes. This can lead to confusion and errors in the lead generation and qualification process. For example, if the sales team is using a different definition of a sales qualified lead (SQL) than the marketing team, then this can lead to the sales team rejecting leads that the marketing team has qualified as SQLs.

#### Routing and Handoffs

To ensure alignment between sales and marketing teams, it is important to have clearly defined routing and handoff processes. This means specifying what happens when a potential qualified lead (PQL) comes in, what happens when someone fills out a form on your website, and who is responsible for managing and handing off those leads. By having these processes in place, you can avoid confusion and ensure that leads are being properly followed up on.

#### Aligning All Aspects of the Process

In order to achieve true alignment between sales and marketing teams, it is necessary to align all aspects of the process. This includes having a shared understanding of the goals, objectives, metrics, data definitions, processes, and routing and handoffs. By taking the time to align these aspects, you can create a more efficient and effective lead generation and qualification process.

## Canonical

https://knowledge.leanscale.team/docs/aligning-sales-marketing-defining-gtm-process/