{"id":75807,"date":"2026-10-20T10:29:37","date_gmt":"2026-10-20T10:29:37","guid":{"rendered":"https:\/\/morningtrain.dk\/use-ai-to-align-sales-and-marketing-around-the-right-customers\/"},"modified":"2026-10-30T11:35:28","modified_gmt":"2026-10-30T11:35:28","slug":"use-ai-to-align-sales-and-marketing-around-the-right-customers","status":"publish","type":"post","link":"https:\/\/morningtrain.dk\/en\/use-ai-to-align-sales-and-marketing-around-the-right-customers\/","title":{"rendered":"Use AI to align sales and marketing around the right customers"},"content":{"rendered":"
\n
\n
\n

AI<\/p>\n

\n 20. October 2026 <\/p>\n

Use AI to align sales and marketing around the right customers<\/h1>\n <\/div>\n

Sales knows what customers ask about and why they say no. Marketing knows what generates enquiries. With AI, you can bring that knowledge together and use it to attract more relevant customers and win more of them. <\/p><\/div>

\"\"<\/figure>\n <\/div>\n<\/section>\n\n\n\n
\n
\n <\/div>\n
\n \n\n

Marketing does not see what happens once the lead has landed<\/h2>\n\n\n\n

When I speak with B2B companies about the interplay between sales and marketing, I most often see the same thing: They are not working towards the same end result. Marketing thinks in leads, trade shows, and branding activities. Sales thinks in quotes, win rate, and won customers.<\/p>\n\n\n\n

For example, I have seen marketing teams in companies with multi-million turnover not know how many marketing leads sales rejects, what the win rate is, or how long it takes from first contact to a signed deal.<\/p>\n\n\n\n

When marketing does not know the sales numbers, they can only manage by volume. And ultimately, the people who own the marketing budget are sales and management. They want to know what the effort delivers in return. You cannot answer that if you only look at the number of leads.<\/p>\n\n\n\n

The missing knowledge typically already exists. It is just scattered across the CRM, the sales team\u2019s notes, and marketing data. This is where AI can help you spot patterns in sales assessments, connect marketing data with the CRM, and identify which enquiries end up becoming customers.<\/strong> In this post, you will get three places to start.<\/p>\n\n\n\n

1. Use sales experience to attract more relevant customers<\/h2>\n\n\n\n

If sales repeatedly receives enquiries from companies you cannot help, marketing needs to know why. It is difficult to act on the message \u201cwe need better leads\u201d.<\/p>\n\n\n\n

Instead, collect examples of relevant and irrelevant enquiries along with the sales team\u2019s reasons. Ask AI to find the differences and suggest what marketing should make clearer in ads and on the website.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Perhaps some customers expect a lower price than you can offer. Perhaps they are asking for a service you do not provide. When the AI points to concrete examples, marketing has something to act on\u2014and sales can see their input is being used.<\/p>\n\n\n\n

Marketing can then align customer expectations and address common objections in marketing materials and on the website. This gives sales a better starting point for the conversation and more time to work with relevant customers.<\/p>\n\n\n\n

2. Ask questions across sales and marketing data<\/h2>\n\n\n\n

If marketing measures enquiries and sales measures won customers, you may end up prioritising differently. That is the blind spot I describe in the video above.<\/p>\n\n\n\n

With AI connected to both the CRM and marketing data, marketing can see what happens to a lead once it has landed with sales: how many turn into quotes, how many sales rejects, and how long it takes before a customer says yes.<\/p>\n\n\n\n

You can also ask AI to find sales opportunities that are stuck in the quote stage and examine which marketing activities they can be linked to.<\/p>\n\n\n\n

That way, you can plan and evaluate based on each other\u2019s reality: Marketing can see whether activities create opportunities sales can progress, and sales can see what generates interest.<\/p>\n\n\n\n

At Morningtrain, we have developed Morningbrain to connect AI with, among other things, CRM, GA4, and our marketing channels. Morningbrain manages access, masks personal data, and logs queries, so employees only use AI on data they are authorised to access.<\/p>\n\n\n\n