Bertha Stover

Spoiler: You Stink

2026-09-19T19:00:14-00:00

Watch this if you are looking for a job

2026-09-19T16:01:06-00:00

How small retail shops get free customers

2026-09-18T18:38:44-00:00

How to Turn $1,000 Into $10,000 in 30 Days With Live Shopping (Full Blueprint)

2026-09-18T18:08:37-00:00

Why social media advertising is revolutionary

2026-09-18T16:45:08-00:00

The CEO's real job

2026-09-18T16:30:33-00:00

The true job of a leader

2026-09-18T15:04:48-00:00

The hard truth about blaming your parents

2026-09-17T18:27:42-00:00

Fuck your grandparents....

2026-09-16T18:38:31-00:00

The Leadership Mistake I Made for 20 Years

2026-09-16T18:00:19-00:00

The Easiest Way to Make More Content

2026-09-14T18:42:10-00:00

What are you doing next?

2026-09-13T16:34:15-00:00

The best way to make money RIGHT NOW

2026-09-12T19:42:00-00:00

How do you stop caring what other peole think

2026-09-11T22:30:27-00:00

LOL

2026-09-11T18:30:34-00:00

Everything You Know About Social Media Is Changing

2026-09-11T18:00:21-00:00

Why you MUST FIRE your most toxic employee

2026-09-11T17:37:35-00:00

What are you doing next?

2026-09-10T19:07:37-00:00

5 Minutes to Understand the Next Social Media Boom

2026-09-09T16:36:01-00:00

Follow for more

2026-09-08T19:41:19-00:00

22-30 year olds .. get off your parents' payroll 🤑

2026-09-08T00:53:57-00:00

The 15s message you NEED today

2026-09-07T14:37:46-00:00

Bad Content Is the Problem, Not the Algorithm

2026-09-06T12:27:09-00:00

Do you need a niche?

2026-09-06T02:20:42-00:00

True or False? If you post too much people will unfollow

2026-09-06T00:25:07-00:00

How to be present in the moment?

2026-09-04T23:00:24-00:00

Your employees don't work for you

2026-09-04T19:00:15-00:00

My Actual Social Media Strategy For 2027

2026-09-04T17:45:25-00:00

This wine is terrible...

2026-09-03T23:00:31-00:00

HATE your boss? QUIT

2026-09-03T21:00:38-00:00

LOL

2026-09-03T17:00:38-00:00

Everybody is worried about their own zit. When you understand this... it's liberating.

2026-09-03T16:03:03-00:00

People spend way too much energy on what they CAN'T CONTROL

2026-09-02T19:59:26-00:00

Build Your Child's Self-Esteem

2026-09-01T17:27:16-00:00

The New Era of Social Media Has Just Begun

2026-08-31T16:24:44-00:00

It is a volume and skill game to get followers, awareness, attention, and sales on social media.

2026-08-31T13:45:30-00:00

Who you surround yourself with matters!! Share with someone who needs this advice ❣️

2026-08-30T19:10:00-00:00

Stop comparing yourself and realize you have TIME ❤️

2026-08-30T17:32:13-00:00

We have to change the narrative in our society from wealth to happiness

2026-08-29T17:45:37-00:00

We need to put accountability on a pedestal..

2026-08-29T09:30:34-00:00

Kdulting... my intuition is there something there....

2026-08-28T18:00:14-00:00

I think the world would be remarkable if parents did this.. ❤️

2026-08-27T17:00:16-00:00

This is everything to me...💜

2026-08-27T12:30:12-00:00

Leadership and entrepreneurship are the ultimate accountability

2026-08-26T18:00:05-00:00

Wanna win in life? Understand this truth: Nice guys finish first.

2026-08-26T17:34:00-00:00

Pls my friends pls know there’s always a light at the end of the tunnel

2026-08-26T15:55:28-00:00

Free Audience TikTok Live Hack

2026-08-25T19:24:04-00:00

If one comment breaks you, you’re not ready to win

2026-08-25T16:51:47-00:00

So many of you are being held back because you aren’t able to say you’re sorry and own a shortcoming

2026-08-24T18:27:23-00:00

All of the happiness in life is realizing you are 100% in control of your life

2026-08-24T15:53:50-00:00

The #1 thing I want people to realize is... you can dream ❤️

2026-08-23T20:49:01-00:00

Even if it’s tougher in the short term it will lead to a lot more long term happiness :)

2026-08-23T19:00:31-00:00

Do your thing, live your life. Don't worry abou everyone else's.

2026-08-23T18:31:12-00:00

The Most Valuable 10 Minutes You'll Hear Today

2026-08-23T14:38:09-00:00

Stop expecting your team to live for your dreams

2026-08-22T18:36:10-00:00

STOP your Obsession with Wasting time

2026-08-22T18:35:24-00:00

This post is the wake up call to finally “jump”

2026-08-21T19:02:32-00:00

I promise you'll be a lot happier and have more peace of mind if you do this...

2026-08-21T19:01:56-00:00

This is the most real shit in the world❤️❤️❤️

2026-08-20T21:51:17-00:00

Today’s National Lemonade Day

2026-08-20T18:08:07-00:00

Have y'all seen one of these videos on my social?

2026-08-20T18:03:07-00:00

You all didn't know how to ride a bike, how to swim, how to talk... and you learned.

2026-08-19T16:56:09-00:00

Been telling since 2008.. you are the interesting “part”

2026-08-18T18:42:43-00:00

You can't control what already happened, but you CAN control how you decide to react

2026-08-18T16:27:55-00:00

20-30 Is when you take real risks

2026-08-17T17:37:36-00:00

If your life sucks... watch this

2026-08-17T14:11:42-00:00

Once you realize that nobody gives a sh*t about you... your life gets better.

2026-08-16T19:21:37-00:00

Every parents needs to hear this...

2026-08-16T14:11:39-00:00

if you're 36, you need to hear this

2026-08-15T15:00:31-00:00

You can always get another FCKING JOB

2026-08-15T13:10:39-00:00

Humility and passion and patience are a very dangerous and delicious mix!

2026-08-15T12:38:30-00:00

If I Started Social Media In 2026, I'd Do This

2026-08-14T21:29:35-00:00

This is a huge opportunity for so many who see this post

2026-08-14T15:43:18-00:00

It’s time you understand this is a massive skill, it’s not just posting, it’s posting with purpose …

2026-08-13T16:36:37-00:00

wherever the attention is, is where u need to figure out how to be great at communicating in

2026-08-13T15:58:59-00:00

It’s time to get serious … how much more can we speak on this .. this is the opportunity..

2026-08-12T17:57:15-00:00

A truth many leaders need to hear...

2026-08-11T16:33:58-00:00

The most important thing you can do for your kid as a parent is to build their self-esteem.

2026-08-11T15:58:09-00:00

Send this to someone who needs this reminder ❤️

2026-08-10T12:17:34-00:00

I'm very bullish of IRL and this is a massive opportunity

2026-08-10T00:00:24-00:00

Is that fulfilling?

2026-08-09T22:00:06-00:00

The voice in your head that is cynical, negative, dark isn’t yours …

2026-08-09T20:15:11-00:00

#garyvee #parenting #motivation

2026-08-09T20:00:02-00:00

Send this to someone who needs this reminder ❤️

2026-08-09T19:00:01-00:00

Who can relate?

2026-08-09T17:30:25-00:00

YOU HAVE TIME

2026-08-09T17:00:30-00:00

Forgiveness is so so so powerful … especially deploying it on yourself ❤️❤️❤️❤️❤️

2026-08-09T16:00:08-00:00

Listen carefully … the way to get happy is to go f*cking inside with yourself.

2026-08-09T14:00:06-00:00

What we are sitting on right now and back in 2008 is a golden era to build your brand

2026-08-09T12:06:11-00:00

Everything that's worth it is hard.

2026-08-08T23:45:16-00:00

Watch this if you feel behind

2026-08-08T19:00:16-00:00

Live your life, it's the only one you got

2026-08-08T17:31:45-00:00

If you did this instead... your life would be better

2026-08-08T17:10:35-00:00

Life is about making mistakes... please give yourself more grace ❤

2026-08-08T15:46:04-00:00

Adversity isn’t bad .. it’s the opportunity…

2026-08-08T13:24:58-00:00

Watch this if you're afraid to leave your 9-5

2026-08-07T22:38:53-00:00

This "all or nothing" mindset is fucking you up...

2026-08-07T19:03:33-00:00

#garyvee #school #advice

2026-08-07T17:41:53-00:00

The way to overcome the fear of rejection is by getting a lot of no's

2026-08-07T13:02:42-00:00

Don't feel bad for yourself... feel bad for them. Have compassion for them.

2026-08-07T00:30:14-00:00

This is helpful for many types of business... please share this with a business owner you know ❤️

2026-08-06T23:15:09-00:00

Give without expectation ❤️

2026-08-06T21:59:35-00:00

Forgiveness exposes your own relationship with yourself. ❤️

2026-08-06T21:09:39-00:00

The nuances of building self esteem are fascinating to me

2026-08-06T19:37:12-00:00

Give Me 7 Minutes and I'll Give You 44 Years of Business Advice

2026-08-06T16:08:23-00:00

Forgiveness is so so so powerful

2026-08-06T14:06:29-00:00

Life can be simple if you let it ❤️

2026-08-06T02:35:40-00:00

It’s not how many hours you work .. it’s how effective you were in the hours you worked

2026-08-05T18:20:31-00:00

How the f*ck do we not understand this?

2026-08-05T13:09:41-00:00

What you are actually afraid of is the judgment you could receive your friends and family

2026-08-04T23:58:59-00:00

When you don’t realize that “didn’t” is even worse and will eat at you forever ….

2026-08-04T19:33:47-00:00

Streaming 18 years ago desperately trying to put people onto social media

2026-08-04T17:18:43-00:00

You're The Sum Of The 5 People You Surround Yourself

2026-08-04T14:30:29-00:00

Someone may need this reminder this morning … stop 🛑 the comparison game …

2026-08-04T14:10:45-00:00

One man's pov ❤️

2026-08-04T12:21:00-00:00

So many of you are putting an ideology on a pedestal instead of your own ACTUAL HAPPINESS

2026-08-03T23:33:54-00:00

Once you realize that nobody gives a sh*t about you... your life gets better.

2026-08-03T21:23:20-00:00

Why Are You Scared To Lose

2026-08-03T20:09:24-00:00

Man … so many talk it … yet they aren’t putting in the work to do it …

2026-08-03T17:00:34-00:00

If you've got in your fucking head, and your heart, you can fucking do big things.

2026-08-03T16:30:25-00:00

It's just real! Who you hang out with determines your future success.

2026-08-03T15:00:48-00:00

Do you hate Mondays?

2026-08-03T12:40:56-00:00

You should figure out what you like and find ways to monetize around that

2026-08-02T17:00:53-00:00

The problem is when you buy it to "impress" others

2026-08-02T00:45:15-00:00

For the 60 and up crew, it's never too late to fight for it..

2026-08-01T20:00:20-00:00

Your 20s are the most practical time to go high-risk, to really go for your dream scenarios

2026-08-01T15:00:24-00:00

This gospel around failure may change someone’s life

2026-08-01T14:05:26-00:00

Unfortunately, Growing on Social Media Just Changed Forever

2026-07-31T19:23:20-00:00

You’ve got crazy amounts of time to accomplish what u “wanted to” ..

2026-07-30T14:00:11-00:00

It’s time you understand this is a massive skill, it’s not just posting, it’s posting with purpose …

2026-07-29T14:19:45-00:00

Tried telling you in 2008

2026-07-28T17:20:13-00:00

Most people are deploying hate because of their relationship with themselves

2026-07-28T16:24:14-00:00

Chopping it up with the elders … they’ve lived life, many of them have answers ..

2026-07-28T14:29:11-00:00

For 97% who see this … high school is behind you

2026-07-28T13:17:04-00:00

"I owe you $10"

2026-07-27T14:13:47-00:00

Love your self 1st ❤️! You need to be “good” before you can help anyone else

2026-07-26T21:15:26-00:00

Every human that makes under $20 an hour needs to hear this

2026-07-26T18:15:35-00:00

How to grow your following on social media

2026-07-26T15:02:52-00:00

Streaming 18 years ago desperately trying to put people onto social media …

2026-07-25T19:45:00-00:00

Discipline VS Talent

2026-07-25T13:41:11-00:00

Dealing with burnout? Watch this.

2026-07-25T13:21:14-00:00

Brutally Honest Advice About Social Media in 7 mins

2026-07-24T18:07:55-00:00

There’s a-lot of ways to win

2026-07-24T15:00:13-00:00

I know a lot of people are trying to figure out how to balance in office/ remote work

2026-07-24T14:25:07-00:00

Enough of calling yourself or someone you love ❤️ a loser - you’re not a loser …

2026-07-24T14:12:43-00:00

why quantity beats quality

2026-07-23T17:21:55-00:00

Happiness and fulfillment have to become a much bigger part of the conversation

2026-07-23T14:29:32-00:00

Friends.. you're overcomplicating life. Life is "AND"... not "OR"

2026-07-23T01:30:48-00:00

Understand that everyone is just in the “crowd eating popcorn” watching you do your thing

2026-07-22T19:49:25-00:00

The fact people actually think at 18, 22 or 30 you have to have your life figured out is ridiculous

2026-07-22T18:06:13-00:00

Forgiveness is the answer to the quiz

2026-07-22T01:45:02-00:00

Too much confusion too much wishing how it could be versus relaxing how it is

2026-07-22T00:30:02-00:00

If you give value to someone else first in business, you have the leverage. I truly believe that.

2026-07-21T23:00:26-00:00

I hate fear

2026-07-21T22:32:40-00:00

You don't say... I'm so shocked to hear this....

2026-07-21T18:21:03-00:00

The most valid crash out

2026-07-21T17:51:04-00:00

Stop being a bitch

2026-07-21T01:35:05-00:00

Never grab the 5

2026-07-20T16:24:49-00:00

When the fuck did we all decide that we were GOD?

2026-07-20T00:00:05-00:00

"Gary, what's the next move to make money?" Me:

2026-07-19T23:00:32-00:00

Kids need competition... this is life.

2026-07-19T22:00:17-00:00

Pause for a second and really think about this!!

2026-07-19T21:14:35-00:00

stop demonizing competition

2026-07-19T02:00:23-00:00

You’re dramatically more capable than you think… All of you… You can accomplish more than you think…

2026-07-19T00:45:18-00:00

Are you a one dimensional person?

2026-07-19T00:30:26-00:00

When you sell time, you win

2026-07-18T23:30:02-00:00

Too many of you allow your logic to override your intuition

2026-07-18T21:15:28-00:00

If you’re someone who is interested in some extra $$$$ this summer - watch this video

2026-07-18T21:00:32-00:00

lol ... share this to spread some joy and laughter ❤️

2026-07-18T20:30:24-00:00

If you don't believe in what you're doing... you've got no shot.

2026-07-18T20:16:01-00:00

Life is a game of self-esteem vs insecurity.

2026-07-18T20:14:29-00:00

How I'd Grow a Business in 30 Days (2026 Playbook)

2026-07-18T16:24:54-00:00

The secret to making content online ...Do sh*t you love

2026-07-18T01:00:40-00:00

This is something I really think a lot of you need to hear 👂

2026-07-18T00:00:25-00:00

18 years of PURE CONSISTENCY!

2026-07-17T23:00:03-00:00

Share this video with your bosses boss or your family member who runs a business

2026-07-17T22:00:26-00:00

Stop overthinking .. it’s driving you crazy…

2026-07-17T21:27:00-00:00

This one sentence changed her life

2026-07-17T02:30:17-00:00

Do you finally get “it”??? Do you? Share this with someone who’s confused

2026-07-17T01:44:39-00:00

Please get a piece of this pie 🥧Live shopping

2026-07-16T23:37:30-00:00

This video never gets old

2026-07-16T22:53:41-00:00

Little back seat 💺 rant to wake up all the zombies 🧟‍♂️ walking around like this ain’t your one life

2026-07-16T18:12:40-00:00

Over Exposure Doesn't Exist

2026-07-16T02:30:19-00:00

How do you post more positive shit? By posting it 💜💜💜💜

2026-07-16T02:00:11-00:00

You Dont Need Followers To Get Views

2026-07-16T01:24:12-00:00

It’s time you understand this is a massive skill, it’s not just posting, it’s posting with purpose …

2026-07-15T19:45:11-00:00

It’s time to get serious … how much more can we speak on this .. this is the opportunity..

2026-07-15T13:47:52-00:00

I love songs that paint a picture 🎵

2026-07-15T09:00:05-00:00

Please start loving yourself ❤️ start appreciating yourself ❤️

2026-07-15T03:00:39-00:00

The biggest mistake that big brands make is they hold onto yesterday ..

2026-07-15T02:30:25-00:00

18 years of PURE CONSISTENCY!

2026-07-15T01:58:47-00:00

Don’t judge yourself, it’s only the 1st quarter of the game

2026-07-14T20:30:45-00:00

True perspective is what leads to everything you’re all looking for

2026-07-14T02:00:31-00:00

Leave a YES in the comments if you agree! You're 100% in control.

2026-07-14T00:30:19-00:00

This is one opinion from one man’s POV

2026-07-13T23:29:35-00:00

Learn WHATNOT

2026-07-13T21:11:57-00:00

A message for 22 year olds

2026-07-13T16:30:13-00:00

What most 20 year olds get wrong

2026-07-13T15:46:20-00:00

The Hard Truth About Quantity vs Quality

2026-07-12T23:45:00-00:00

Hope this helps someone tonight 💜

2026-07-12T21:48:12-00:00

Read the comments

2026-07-12T13:43:38-00:00

Please for the love of god …. get good at organic social media creative and social media ad spend

2026-07-12T13:27:35-00:00

I trust literally everyone

2026-07-12T02:30:03-00:00

Some huge business opportunities for those who go “old school” & “human first”

2026-07-12T01:15:00-00:00

Why Are You Scared To Lose

2026-07-12T00:45:22-00:00

Stop Living to Impress Others

2026-07-12T00:15:12-00:00

I really think this video has the potential to help a high school kid

2026-07-12T00:00:27-00:00

Comment if this is you

2026-07-11T22:30:12-00:00

A little smile 😊 always goes a long way … I love all of you and love meeting u all on the road

2026-07-11T22:11:46-00:00

Wait for the end … the key 🔑 is the last few seconds … listen twice if you’re confused 💛

2026-07-11T18:46:52-00:00

It's not always how much you make it's how much you spend against how much you make

2026-07-11T01:00:36-00:00

Get good at organic social media creative and social media ad spend … it’s the way to grow .. period

2026-07-10T23:14:44-00:00

Little back seat 💺 rant to wake up all the zombies 🧟‍♂️

2026-07-10T22:30:10-00:00

When you balance your confidence and belief and ambitions - with humility -Life changes - forever

2026-07-10T21:30:10-00:00

The world is really confused right now..

2026-07-10T20:45:18-00:00

#1 piece of advice for every teenager today

2026-07-10T19:28:06-00:00

Let them stand on their own 2 feet … 👣 they are capable ..

2026-07-10T02:30:33-00:00

Confused on why so many people try to avoid “hard

2026-07-10T02:00:31-00:00

She made $8,000,000 in 2 seconds

2026-07-10T01:00:09-00:00

Youre allowed to change your fucking mind

2026-07-10T00:00:04-00:00

brand and sales are happening on social …

2026-07-09T22:30:34-00:00

Still works in 2026 ...

2026-07-09T21:36:24-00:00

Why your SaaS demo landing page isn’t converting (7 mistakes to fix)

2026-07-09T10:48:39-00:00

Why your SaaS demo landing page isn’t converting (7 mistakes to fix)

By Danielle Torrie

Updated on July 9, 2026

16 min read

Demo requests are down. Sales complains to marketing about lead volume and quality. Marketing puts more budget behind their demo ads. The problem persists.

One of the biggest mistakes marketers make is treating “request a demo” like a low-friction CTA. But asking someone to book time with sales is a much bigger step than downloading a guide, joining a webinar, or clicking through to a product page.

According to Dreamdata’s LinkedIn ads 2025 benchmark report, the average B2B customer journey is 211 days and includes 88 touches. High-investment software decisions take time, yet many teams still try to push demo requests before buyers have done enough research, built enough trust, or decided they’re ready to talk.

Danielle Torrie

Danielle is a member of Unbounce’s content team. She loves how writers (and great writing) can create clarity in chaos. When she’s not tightly embracing her Nespresso machine, she’s either tuning out the world with a great book, spiking away stress on the volleyball court, or passionately debating the elusive Oxford comma.

» More blog posts by Danielle Torrie

Getting a buyer to submit a demo request form means asking them to raise their hand, share their information, and enter a sales conversation. That’s why buyers need to feel confident your solution belongs on their shortlist before they’ll submit the form.

It’s also why the success of your demo landing page starts before the visitor ever arrives. Most SaaS teams blame the page when requests are low, but the real problem is often traffic. Cold, low-intent buyers don’t magically become ready for a demo because you put the CTA in front of them.

Once you’re sending warm, well-researched buyers to your page, every block on your SaaS demo landing page should reinforce their decision, answer their remaining questions, and build confidence until requesting a demo feels like the obvious next step.

This post gives you a roadmap for both: how to send the right traffic, and a block-by-block breakdown of what your demo landing page needs to help buyers confidently say yes.

Where your SaaS demo landing page fits in the buyer journey

Marketers often hand out “request a demo” CTAs like candy, assuming that simply putting the words in front of someone will lead to a conversion. A buyer may need to see your demo CTA more than once before they act, but frequency isn’t the only thing that matters.

Only around 3–5% of your market is in an active buying cycle at any given time. What matters most is getting your demo landing page in front of the people who are actually ready to take the next step.

That means they’ve done their research. They understand the problem. They’ve compared alternatives. They’ve seen enough proof to trust you. Most importantly, they’ve decided your solution belongs on their shortlist.

To get them there, you need to educate them first.

That’s the thinking behind Tas Bober’s “core four.” Tas, a B2B landing page expert, uses this framework to help paid media teams give buyers the information they need throughout the research process.

The four pages are:

Overview page, or paid media homepage: explains what you offer, what problems it solves, and who it’s for.
Comparison page: helps buyers understand how you compare to alternatives in the market.
Social proof/reviews page: brings reviews, testimonials, and case studies together in one place.
Demo page, or trial page: makes the ask, reduces hesitation, and gives buyers the confidence to take the next step.

Listen to the podcast: The B2B landing page strategy every paid media team needs with Tas Bober

Access the full “core four” toolkit: Templates and resources to help you build the 4 pages every B2B paid media team needs

Your SaaS demo landing page shouldn’t be the first page your buyer sees. It should be the last page they see when they’re warm, well-researched, and ready for a conversation.

By the time someone lands here, they should already know what you do, who you serve, and why you’re worth considering. The demo page isn’t there to introduce your product from scratch. It’s there to confirm that taking the next step is worth their time.

Even buyers who are seriously considering a demo can hesitate before they submit the form. They may still be wondering what happens next, who they’ll talk to, how much pressure they’ll feel, or whether your solution is the right fit.

That’s why your demo landing page needs to remove final points of friction, answer last-minute questions, and reassure buyers they’re making a smart next move.

What’s the average conversion rate for a demo landing page?

According to Unbounce’s 2024 Conversion Benchmark Report, SaaS landing pages convert at a median of 3.8%. In more recent first-party research from B2B companies actively working to improve demo page performance, landing page expert Tas Bober reported conversion rates averaging around 3.1%.

That puts the realistic benchmark in the low single digits, with 3–4% serving as a reasonable proxy rather than a universal standard.

But the benchmark shifts significantly based on the traffic you’re driving.

If you’re sending cold traffic to a demo page, even a well-built page will eventually hit a performance ceiling. You can improve the headline, form, proof, and CTA, but you can’t optimize your way around the fact that most visitors aren’t ready to talk to sales yet.

If you’re following on-page best practices and sending warm, high-intent, well-researched buyers to your demo landing page, those numbers should start to climb.

What are the 7 most common SaaS demo landing page mistakes?

Here’s a quick look at where most demo landing pages go wrong. Odds are, at least one of these issues is holding back your conversion rate.

Sending the wrong traffic. Your demo page can’t force cold traffic to convert. If buyers haven’t researched the problem, compared alternatives, or decided you belong on their shortlist, the page is being asked to do more than it realistically can.
Treating copy like an afterthought. Your demo landing page needs to give buyers context, reassurance, and a clear understanding of what happens next. If the form is longer than the copy on the page, you’re probably asking for too much without giving buyers enough reason to act.
Burying the form. On most landing pages, putting the form above the fold can feel too pushy. On a demo landing page, the ask should be easy to find from the start.
Not telling buyers what happens next. Even if you’re at the top of a buyer’s shortlist, the fear of being hounded by sales is real. If buyers don’t know what to expect after they submit the form, they may hesitate even when your solution is a strong fit.
Not including enough social proof. One testimonial and a logo bar isn’t enough to build confidence. Volume matters. Aim for at least three strong proof points, with six to 12 if you have enough relevant reviews, testimonials, or case studies.
Hiding pricing. Very few B2B companies show pricing on their demo landing page. You don’t have to give everything away, but even a starting range can help buyers self-qualify, improve lead quality, and reduce misinformation before sales gets involved.
Removing all exit points. Stripping navigation used to be common practice, but Google’s ad quality model is another reason to rethink that approach. Buyers also need a way to keep exploring if they’re not ready to convert. Use anchored navigation to help them jump to the sections that matter most, then add a minimal footer with links to your other core landing pages in case they need more information.

The questions below cover each of these mistakes in detail, so you can walk away with a clear picture of what to change and why.

Who should I send to my SaaS demo landing page?

Demo landing pages aren’t built for cold traffic. They’re built for buyers who are warm, well-researched, and ready to take the next step.

Sending cold or low-intent traffic to a demo page is like walking into a store and being sent straight to checkout before you’ve had a chance to look around, compare options, or decide what you want.

When conversion rates are low, marketers usually start testing headlines, swapping CTAs, and changing button colors. But none of that will move the needle if the traffic isn’t ready to convert.

Only around 3–5% of your market is in an active buying cycle at any given time. That means your demo landing page shouldn’t receive the majority of your paid traffic. It should get less traffic, but better-fit visitors who are more likely to convert.

Best traffic to send to your demo landing page

Audiences who have visited your other core four landing pages, including product or platform overviews, comparison pages, and social proof pages
Retargeting audiences who have visited your pricing or product pages
ABM campaigns targeting known accounts
High-intent branded search, where people are searching for you by name
Bottom-of-funnel nurture audiences

Traffic to avoid sending to demo landing pages

Top-of-funnel paid traffic
Cold email recipients who don’t yet know what you do
Broad awareness audiences

If you have a lead quality problem, this is step one. Fix the traffic before you touch a single word on the page.

What should I put on my SaaS demo landing page?

Most demo landing pages ask for the meeting too soon. The form takes up more space than the copy, there’s no clear navigation, and there’s little to no information about what happens after someone clicks submit.

Every missing detail creates more hesitation for your buyer and wastes more of your ad budget.

Your demo landing page should be focused on three things:

Reinforcing what the buyer has already learned from the other pages you’ve sent them to
Building confidence in your solution and their decision to move forward
Clarifying your sales process, including what to expect at each stage

B2B landing page expert Tas Bober has been sharing her wireframe landing page templates for each of the core four landing pages paid media teams need.

Let’s walk through her demo page template so you can see exactly what to include.

Navigation

If seeing “navigation” and “landing page” in the same sentence feels wrong, you’re probably not alone. For years, marketers were taught to remove every possible exit point so visitors had one choice: convert or leave.

But that approach is getting harder to justify.

In 2025 Google updated its ad quality prediction model to reward landing pages that align with search intent and give visitors access to relevant next steps through navigation—and penalize pages that don’t.

On a demo landing page, removing every exit point can backfire. If buyers aren’t ready to request a demo yet, you want them exploring other relevant pages instead of hitting the back button and returning to search.

Your navigation doesn’t have to send people away from the page. You can use anchor links to help buyers jump to the sections that matter most, which you’ll see across many of Tas Bober’s landing page templates.

For your demo landing page, we recommend using both: an anchor nav for the page itself and a minimal footer that links to the other pages in your landing page ecosystem.

Use your main navigation to anchor to sections on your page, as indicated in this example:

Use your footer navigation to link to the other pages in your landing page ecosystem that support the buyer’s decision-making process. In this example, we’ve linked to the other three core four landing pages buyers need before they’re ready to choose you:

Platform overview: your overview page or paid media homepage, which explains your solution, who it’s for, and what use cases it supports
Alternatives: your comparison page, which shows how you stack up against other solutions in the market and who you’re best for
Our results: your social proof or reviews page, which brings testimonials, reviews, and case studies together in one place

You may also want to include your pricing page so buyers can continue to self-qualify before they request a demo.

Here’s an example of footer navigation that follows this approach:

Hero

This is the one landing page where putting the form in the hero makes sense. The whole page is built around the biggest ask: booking a demo.

Alongside your form and call to action, the hero should clearly explain what happens after someone submits the form. The more buyers understand the process, the less room there is for hesitation.

Answer questions like:

How quickly can they expect to hear from you?
Will there be a short discovery or intro call before the actual demo?
Who will they be speaking with?
How long will the demo take?

Buyers may have more questions, but you can address those in other sections on the page. The hero’s job is to make the next step feel clear, low-pressure, and worth their time.

Tip: If you’re not sure what happens after someone fills out the form, this is the perfect time to find out. When sales and marketing both understand the process, marketing can communicate it clearly, and sales is accountable for following through when they said they would.

Logo garden

This is where you start stacking proof to reassure buyers that moving forward with you is the right decision.

If your buyers will recognize your customer logos, use this section as a logo garden and pair it with a credibility line like “Trusted by 10,000 digital marketers and agencies.”

If your buyers won’t recognize the logos, use light testimonials instead. Add one- to two-line quotes from customers that explain why choosing your solution was the right move.

Solution recap

If you’ve been building your core four landing pages, this block should look familiar. Your top differentiators need to show up across the buyer journey because buyers don’t absorb everything the first time they see it.

On your demo page, this section is there to reinforce why they chose to move forward with you over other solutions. Remind buyers what makes you different, why that difference matters, and how it connects to the problem they’re trying to solve.

Results

This is where you reinforce your value with measurable customer results. Use clear, quantifiable proof to show what buyers can realistically expect when they choose your solution.

Testimonials

Social proof matters, but volume matters too. Think about the purchases you make on sites like Amazon. The star rating helps, but the number of reviews is what makes that rating feel trustworthy. More reviews signal more buyers, more confidence, and less perceived risk.

Take the same approach on your demo landing page. Include a minimum of three testimonials, but use six to 12 if you have enough strong proof to support it.

At this stage, buyers are looking for reassurance that you’re the right solution for them and that other people like them already made the same choice.

FAQs

On your demo page, your FAQs serve two purposes.

First, they give buyers final reassurance by addressing the three to four objections your sales team hears most often on calls.

Second, they answer common questions about the demo process itself, from what happens after someone fills out the form to how long implementation typically takes.

Should I include pricing on my SaaS demo landing page?

This is the section that makes teams nervous. Many B2B companies, especially those with sales-led motions, don’t show pricing at all. But even for sales-led businesses, there’s a strong case for putting at least a starting range on your demo landing page.

Here’s why it works in your favor:

It lets buyers self-qualify. If you have a lead quality problem, a starting range can filter out conversations that were never going to close.
It speeds up deals. Pricing helps buyers understand whether your solution is a realistic fit before they ever get on a call.
It reassures buyers. They know they’re not going to waste time on something they can’t afford.
It prevents confusion. Buyers are using AI to build their shortlists, but they’re also using it to answer questions your marketing doesn’t, including pricing. The risk is that the answer may be inaccurate, leaving buyers frustrated before the first call even happens.

If you run a product-led business and also have a sales motion, you don’t need to publish your entire pricing grid. Consider showing the plan or plans your target audience buys most often, a starting range like “starting at $X/month,” or a condensed pricing grid.

Here’s an example of a condensed pricing grid from Calendly:

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How many form fields should your SaaS demo landing page have?

Fewer than you think.

These 2026 conversion benchmarks show a notable drop-off after five fields. Conversion rates fall from around 17% at five fields to 11% at seven fields and under 7% at ten or more.

Keep your form short and intentional. More fields create more friction, and more friction usually means lower conversion.

The case for more fields is lead qualification, which is legitimate. Test to find the right tradeoff between form length, conversion rate, and lead quality.

Tip: Choose the qualifying question that best indicates ICP fit, whether that’s company size, use case, team type, or another field that matters most to your sales team.

Should the form be at the top of your SaaS demo landing page?

On most landing pages, leading with the form is discouraged. This is one of the few landing page types where putting the form above the fold is recommended.

The buyers who land on your demo page should already be warm and well-researched. They came here because they’re considering a demo, so make it easy to take action the moment they arrive.

Should I use a form or Calendly on my SaaS demo landing page?

Both can work. The right choice depends on your traffic source, lead quality, and sales process.

A form is better when:

You’re running paid campaigns to a broad or unverified audience and want to qualify leads before they get access to your calendar
Your sales team requires a screening step before committing to a meeting
Traffic quality is inconsistent

Calendly, or an equivalent scheduling tool, is better when:

You’re running ABM campaigns targeting specific accounts
You can route buyers to the right rep or account owner
The buyer is warm enough that removing friction matters more than adding qualification

A booking link to a specific rep can create a great experience for the right buyer, but only when you’re confident the traffic is qualified enough to book directly.

You can also experiment with a short qualifying question before scheduling. This adds positive friction by screening out poor-fit buyers without making the process harder for the right ones.

The biggest question to ask is whether the experience works for both your buyer and your sales team. If it creates calendar chaos or lets unqualified leads book time, it’s not working, regardless of which approach you choose.

How can I get buyers to book a demo?

Here’s what your buyer may actually be thinking when they land on your demo page: “If I fill this out, someone’s going to call me four times before noon.”

That fear is real, but most demo pages don’t address it.

Be specific about what happens after someone submits the form. The more clearly buyers understand the process, the less friction they feel.

Consider adding a “what to expect” section that answers questions like:

When will someone reach out?
What is the first call actually for? (Qualification, discovery, or a live demo?)
How long does the process take?
When will they actually see the product?

If your process includes a consultation before a full demo, say so and explain why. “We do a 20-minute call first to understand how you plan to use our solution, so we can make sure the demo covers what matters most to you” is reassuring, not a deterrent.

Your CTA copy matters here too. “Request a demo” implies the buyer will see the product right away, which usually isn’t true. If you typically qualify leads with a consult first, more accurate language may be:

Book a consult
Talk to an expert
See if it’s the right fit
Schedule a chat

The data backs this up. When FORM changed its CTA from “Request a Demo” to “Take a Tour” and added an interactive demo to the landing page, PPC conversions increased by 33% and CPL in ABM campaigns dropped by nearly 50%.

You can also offer a softer path. A weekly demo webinar with a recorded presentation and live Q&A gives buyers who aren’t ready for a 1:1 call a lower-friction way to engage. It respects their time, answers common questions, and helps filter in buyers who are more serious.

Fix your targeting. Then fix your page.

When demo pages underperform, the issue often isn’t the page itself. It’s the traffic being sent there.

Before you rewrite the headline, swap the CTA, or shorten the form, check who you’re sending to the page. If it’s cold traffic, the best demo page in the world won’t save you.

Once the targeting is right, build the page for a warm but slightly hesitant buyer. Give them context, proof, and a clear picture of what happens next.

If you’re sales-led and not showing pricing, consider what that might be costing you in lead quality, buyer trust, and wasted sales conversations.

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Sales and marketing alignment lessons from 500+ SMBs (2026 Report)

By Josh Gallant

Updated on July 21, 2026

14 min read

Sales and marketing misalignment rarely presents itself as a clear strategy problem.

Instead, it shows up as “qualified” leads from marketing that sales doesn’t trust, marketing campaign messaging that sales reps know little about, and a pipeline that looks healthy on the surface until closed revenue starts to slow.

Josh Gallant

Josh is the founder of Backstage SEO, an organic growth consulting firm that helps B2B SaaS companies capture demand from search. He’s a self-proclaimed spreadsheet nerd by day, volunteer soccer coach by night (and weekends), and wannabe fantasy football expert every fall.

» More blog posts by Josh Gallant

To find out what’s actually happening inside SMB go-to-market teams, Unbounce surveyed 500+ SMB GTM professionals.

The headline?

87% of teams expect better sales and marketing alignment to lift performance, yet only 56% describe themselves as highly aligned.

In this guide, we’ll unpack what the data reveals about where GTM alignment actually breaks down, what it costs, and what the top performers are doing differently.

Key sales and marketing alignment statistics from the full report

Before we dig into what’s behind the gap, here are the key sales and marketing alignment statistics from Unbounce’s 2026 anatomy of aligned go-to-market teams report:

87% of SMB professionals expect better alignment to lift performance—yet only 56% describe their teams as highly aligned. That means alignment is still aspirational for many teams.
77% saw some alignment improvement over the past year, but only 25% reported major gains. A lot of teams are inching forward, not breaking through.
Aligned teams are 3.5x more likely to have strong cross-functional data sharing (59% vs 16%)—the single widest performance gap in the dataset.
Aligned teams are 2x more likely to report high-quality leads (39% vs 18%). Better handoff discipline shows up directly in pipeline health.
54% of GTM teams name improving communication frequency as their primary alignment strategy. Highly aligned teams focus on making alignment operational.
56% of GTM professionals see tool bloat as a problem, and 60% use less than half their available tools. The result is a stack that is more complex than productive.
Teams that significantly consolidated their tech stack are 2x more likely to rate lead quality as excellent (55% vs 20%).
69% of executives report strong alignment. Only 47% of non-executives say the same—the perception gap is built into the org chart.

What sales and marketing alignment statistics actually show

The numbers land differently once you sit inside an SMB GTM team. Here’s what’s actually happening.

What it means to be truly aligned (and where teams fall short)

Overall, 56% of GTM professionals say their organizations are “highly aligned”, but this doesn’t necessarily imply that everything works perfectly.

More often, they’re saying the right pieces exist. Sales and marketing talk regularly, leads move between teams, and both sides have at least some shared view of the pipeline.

But true sales and marketing alignment goes further than that.

Aligned teams share lead data, use coordinated handoff rules, and measure performance against the same KPIs. The work is visible in how a lead gets qualified, routed, followed up with, and credited once it turns into revenue.

And that is where teams often fall short.

They build the meeting cadence without fixing the operating model underneath it.

The teams may be communicating more often, but still disagree on what counts as a good lead, when sales should follow up, or who owns credit for a conversion when a deal closes.

In that version of alignment, marketing counts the lead, sales counts the close, and the numbers do not match. The team is doing alignment work, but the actual system still produces conflicting answers.

The reality is, true sales and marketing alignment is measurable. But when teams do not agree on the data, handoff rules, and success metrics, alignment gets stuck at the meeting-cadence layer.

The perception gap: Why executives think you’re more aligned than you are

Imagine the last “alignment” meeting where leadership simply declared that all sides were aligned because a recurring sync call was scheduled and you defined what a good lead looks like together.

The reality is, you left the meeting knowing the handoff process was still broken, the quality definitions were still fuzzy, and the key performance indicators didn’t really match what either side of the debate was focused on chasing.

To put some numbers behind it:

69% of executives report strong sales and marketing alignment while only 47% of non-executives agree.

Marketing and sales teams tell different stories too, with 62% of sales feel highly aligned versus 53% of marketing.

Why does the view from the top look so different?

Executives see alignment in strategy decks. Non-executives experience it in the barriers execs tend to underreport, like data inconsistencies (28% vs 22%), limited communication (33% vs 28%), and leadership silos (19% vs 14%). The gap is a structural information lag that compounds every time the org chart widens.

In practice, alignment lives or dies with the people farthest from the table (who often feel it breaking down but get no say in the fix).

What misalignment actually costs your GTM team

Misalignment reads like a culture problem. In the report, it shows up as operational cost—the kind that surfaces first, then compounds.

The consequences of poor GTM alignment that show up first

Ask GTM teams what poor alignment produces and employee frustration tops the list at 29%. The revenue costs sit right behind it, and they’re what often go uncounted:

28% report lost opportunities or lower win rates
28% report delayed or inconsistent lead follow-up
26% report duplicated work and wasted resources

Delayed follow-up becomes missed opportunities, and duplicated work drains budget that could raise conversion rates. Marketers feel it first—32% flag delayed follow-up versus 22% of sales, and 29% cite unclear target customers versus 16%.

Reverse the list and the benefits of sales and marketing alignment become clearer—cleaner follow-up, less duplicated work, and fewer conversion gaps between campaign and close.

How poor communication gaps compound into pipeline problems

Different definitions of lead quality mean marketing sends marketing qualified leads that sales ignores. Lead volume looks healthy while win rates are falling.

So when the question of “why are closed-won’s down?” gets asked, you’ll get a different answer depending on who you’re talking to:

Sales is pointing to poor lead quality from marketing.
Marketing is pointing to poor close rates from sales.

It’s a lose-lose.

According to the data, 20% of sales and 19% of marketing cite different definitions of lead quality (MQL vs SQL) as a blocker—and both functions keep it that way.

But why doesn’t fixing the MQL definition alone fix the problem?

Because the definition is a symptom, not the solution itself.

23% of sales professionals cite poor handoff process as a barrier, and lead qualification is the real gap. Sales and marketing misalignment stacks—soft lead quality plus broken handoff plus delayed follow-up equals a sales cycle that drags.

Why improving communication frequency isn’t enough

Plenty of alignment programs chase the wrong lever. 54% of GTM teams put communication frequency first—yet the data points to how teams operate.

What aligned sales and marketing teams actually require

Sales and marketing alignment often comes down to the underlying operating practices. Many teams start with the visible layer—recurring meetings, shared updates, and more frequent check-ins. It’s better than fully ignoring the problem, but it isn’t the end-all-be-all solution.

What aligned teams actually put in place looks more like:

Joint planning sessions that connect marketing’s demand generation to sales’ pipeline targets
Sales enablement support that hands reps usable campaign assets instead of orphan collateral
Shared data both functions trust

The harder work is more specific. Integrated workflows, shared KPIs, and coordinated lead qualification are the sales and marketing alignment best practices that move teams past the communication layer.

Alignment gets built in the operating model—meetings only broadcast what’s already there.

As an example, account-based marketing often shows the proper shape in practice. Campaigns and account targeting get coordinated by design rather than stitched after the fact.

The root causes of sales and marketing misalignment

The report sorts sales and marketing misalignment into four root causes—operational (53%), goal and incentive (43%), cultural (40%), and structural (34%). That matters because the biggest causes sit inside how the team works, not how often the team talks.

Siloed data and inconsistent information sharing

40% of GTM teams report excellent cross-functional data sharing—yet 68% encounter regular data inconsistencies. The confidence runs ahead of the reality.

Marketing feels the data gap sharply too:

32% of marketing teams cite data inconsistencies as a barrier versus 18% of sales, the widest functional split in the report.

Marketing relies on shared sales and marketing data for measurement and attribution, and sales tracks via rep-owned pipeline signals. The two functions aren’t looking at the same numbers.

What does siloed data look like on a run-of-the-mill Tuesday morning?

Marketing pulls a lead report from the CRM, sales is working off a spreadsheet, and neither has the same definition of “qualified.” That’s how disconnected customer data fragments execution and undermines campaign strategy alignment—and where sales and marketing misalignment compounds across every campaign.

Tool bloat and fragmented tech stacks

Tool bloat is the alignment problem teams keep buying their way into.

56% of GTM professionals say tool bloat is an issue at their organization, and 60% use less than half their available tools.

Adoption tells the operational story too:

14% of teams use 0 to 25% of their stack, and 46% use 26 to 50% of their stack.

Unused tools simply generate maintenance overhead and data silos.

When marketing automation platforms aren’t shared or adopted consistently, demand generation strategies run in isolation from what sales is actually executing. The result is sales and marketing misalignment built into the tooling layer.

The instinct when alignment is poor is often to buy another tool—a new CRM module, another automation layer. But the truth is, leaner stacks with higher adoption often outperform bloated and sprawled tool collections.

Lead handoff and qualification gaps

23% of sales teams cite poor handoff process as an alignment barrier, and the matching MQL versus SQL definition gap shows up at near-identical rates from both functions.

The gap lives in the process:

Without an agreed SLA between marketing and sales—what marketing delivers, with what information, by when—leads slip through gaps the process never built a way to catch.

Lead quality is the downstream symptom.

Only 29% of GTM teams rate lead quality as excellent, and the upstream definition gap is why that number doesn’t move when more leads come in.

The marketing side feels it more sharply as well, with 32% of marketers reporting delayed or inconsistent lead follow-up versus 22% of sales professionals. From marketing’s perspective, they’re generating marketing qualified leads that disappear into the pipeline with no feedback loop. Broken sales processes are where sales and marketing misalignment becomes pipeline reality.

Misaligned goals, KPIs, and incentives

Measured separately, sales and marketing run on metrics that don’t require each other to look good.

43% of GTM teams cite goal or incentive misalignment as a root cause of sales and marketing misalignment, and marketers feel it more sharply (48% versus 38%).

In practice, marketing is often measured on MQL volume, and sales is often measured on closed revenue. Neither function is structurally motivated to close the gap because their metrics don’t seem to directly “need” each other on the surface.

Why don’t the teams just agree on shared KPIs?

Because the KPI problem sits downstream of the compensation problem.

When marketing’s comp is incentivized around lead volume and sales around deals closed, agreeing on a shared metric is more of a philosophical exercise that doesn’t change behavior. Go-to-market strategies have to connect to how people are rewarded as well.

Shared key performance indicators only work when the underlying goal architecture—targets, incentives, success definitions—is actually aligned.

After all, as Charlie Munger puts it—show me the incentive and I’ll show you the outcome.

What highly aligned sales and marketing teams do differently

The report compared the 56% of teams that call themselves highly aligned against everyone else. The gaps cluster around data sharing, messaging consistency, and technology adoption.

How they improve communication and close the data gap

Data sharing is where aligned teams pull furthest ahead.

Aligned teams are 3.5x more likely to have strong cross-functional data sharing, 59% versus 16%.

The pattern repeats in measurement confidence too. 54% of weekly-discussion organizations describe data sharing as excellent versus 28% with less frequent discussions. The discussions correlate with data sharing only when the underlying systems are shared, not on their own.

Discussing data and sharing data are different operations. Aligned teams build systems where marketing data feeds both functions from one source, and pipeline definitions are shared from the start rather than translated across teams.

True alignment is visible in what both teams measure.

When sales and marketing data flows from a shared source—customer data, pipeline definitions, conversion signals—both functions measure success against the same metrics. That infrastructure turns communication into a decision layer instead of another place to debate whose numbers are right.

How they build consistent messaging across the buyer’s journey

A campaign promising one outcome and the discovery call delivering another is a mismatch that aligned teams hit far less often, with 17% reporting messaging inconsistencies versus 28% of others.

Consider the entire buyer’s journey as the handoff surface. Every transition from marketing-owned context to sales-owned context risks message drift. Aligned teams build messaging off shared buyer behavior data and customer insights, not each function’s assumptions.

Consistent messaging across the entire customer journey starts with both teams working from one customer profile—same personas, same positioning, and language that reflects what buyers say.

Marketing campaigns should reflect the language and objections sales hears on calls. When they don’t, prospects experience a disjointed customer journey that erodes trust before the deal is on the table.

What does that look like in a lean SMB team?

Shared customer interview notes, call recording access for marketers, and campaign messaging that gets a sales rep review before it goes live.

How they align sales and marketing around a leaner tech stack

Aligned teams keep their tooling lean.

30% of aligned teams say their tech stacks are lean and focused tech versus 15% of others reporting the same.

Aligned teams also show stronger tool adoption (12% at 75% or higher usage versus 4%) and better data sharing (45% versus 29%).

As we mentioned earlier, the instinct when alignment fails is to add tools—new marketing automation platforms for lead generation, more enrichment layers, whatever AI tool has the most buzz on YouTube.

The data points the other way, with fewer better-adopted tools outperforming bloated stacks.

And consolidation tends to pay in lead quality.

Teams that significantly consolidated their tech stack are 2x more likely to rate lead quality as “excellent” at 55% versus 20%—one of the clearest action signals in the report.

Looking forward, 24% of GTM teams prioritize landing page optimization and testing tools as a tech investment for the next twelve months. Marketing automation, analytics, and data integration sit higher on the priority list. Across categories, teams get more from tools both functions actually use than from bloated stacks feeding disconnected data.

How to align marketing and sales: The actions that move the needle

Aligned-team behavior is observable. Building it into your own team comes down to three operating moves.

Defining shared buyer personas and a shared definition of lead quality

Alignment problems often start at the top of the funnel.

Marketing’s picture of the ideal buyer and its definition of a good lead don’t match the sales team’s. Buyer personas work best as a joint artifact rather than a marketing deliverable. Sales input changes the audience definition before campaigns go live, so lead quality debates do not wait until the handoff.

23% of GTM teams cite lack of clarity on target customers as a misalignment consequence, and marketers feel it more acutely (29% versus 16% of sales).

The lead quality definition is the other half. Without it, MQL-to-SQL handoff rates are meaningless and marketing celebrates lead volume while sales complains about lead quality.

A shared persona exercise produces shared language around buyer behavior and customer insights, firmographic and behavioral qualifiers that turn raw marketing leads into marketing qualified leads, and a definition of sales-ready.

Buyer personas and lead quality definitions are the operating agreements behind every alignment practice.

Aligning lead qualification and handoff processes

Asked how to do sales and marketing alignment, the largest share of GTM teams point to lead qualification and handoff. 36% cite it as the action that would matter most.

A functional handoff has three pieces:

An agreed SLA between marketing and sales—what marketing delivers, by when, with what information
A defined SQL threshold both functions can apply the same way
A feedback loop so marketing learns whether leads convert

Handoff alignment keeps the sales cycle moving and puts revenue goals and customer acquisition targets within reach. It’s one of the sales and marketing alignment best practices aligned teams run more often (36% versus 26%) and the lever for revenue growth.

What does a broken handoff actually cost?

Delayed follow-up at 28%, stalled deal cycles at 20%, and a pipeline that converts poorly because lead quality was never agreed on—all in the report data.

Unifying data, analytics, and reporting systems

This action closes the data paradox—sales and marketing data look unified on the surface while real-world consistency is fragmented.

The fix starts with the report’s three highest-rated alignment tools:

CRM tools at 31% combined (30% sales, 32% marketing)
Reporting tools also at 31% combined (25% sales, 34% marketing)
Collaboration platforms at 30% combined (23% sales, 39% marketing)

Still, the data systems and software are only half the answer. The other half is agreeing on which key performance indicators both teams own—customer acquisition cost and conversion rates are concrete examples where one shared number beats two team-specific ones.

44% of GTM teams are prioritizing data integration and AI-driven insights for the next twelve months. Unifying reporting is becoming a core investment for teams trying to make alignment measurable.

When marketing and sales efforts pull from the same marketing data and measure success against the same dashboard, every handoff has a cleaner source of truth.

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Get the full report: What 500+ SMB GTM professionals can teach your business

Sales and marketing alignment problems rarely stay contained. A loose lead definition becomes a handoff problem. A handoff problem becomes a pipeline problem. A pipeline problem becomes a growth problem both teams explain differently because they are working from different data.

That is why the strongest alignment moves are operating-model changes like shared buyer definitions, clearer handoff rules, cleaner reporting, and a tech stack both teams actually use.

The full Unbounce report expands that picture across 50+ data points from 500+ surveyed SMB GTM professionals. It shows where aligned teams pull ahead, where the biggest gaps usually start, and which changes create the clearest path to better lead quality and pipeline performance.

Inside the full report, you’ll find:

The complete alignment benchmark data across 500+ SMB GTM professionals

The biggest perception gaps between executives, sales teams, and marketing teams

The tech stack consolidation findings tied to stronger lead quality

Practical frameworks for operationalizing GTM alignment across sales and marketing

Download the full report to see the complete dataset and use the benchmarks to identify which alignment gaps are costing your team the most.

Common questions about sales and marketing alignment

A few alignment questions surface more often than the rest. Here’s a quick pass, with the full data in the report.

Sales and marketing alignment is the degree to which both functions share goals, data, processes, and a common definition of the buyer, so that every handoff, campaign, and customer interaction moves in the same direction.

The work happens at the operating-model layer—shared definitions, agreed handoffs, unified data. Meeting cadence is where the gaps become visible.

GTM alignment is the broader operating model—it encompasses sales-marketing alignment alongside product, customer success, and operations.

Sales-marketing alignment is one critical dimension inside GTM alignment. A team can have strong sales-marketing alignment and still have GTM misalignment if product, CS, or ops are out of sync.

The most common GTM alignment mistake is treating alignment as a communication problem rather than an operating model problem.

54% of teams cite improving communication frequency as their primary alignment strategy, but operationalization is what separates high performers. Other mistakes include misaligned lead definitions, siloed data, and over-investing in tools while under-investing in process.

Four concrete metrics measure sales and marketing alignment:

Shared lead quality score: percentage of MQLs that convert to SQL
Data sharing consistency: how often both teams pull from the same source
Perception gap survey: how similarly executives and non-executives rate alignment
Pipeline velocity: speed from MQL to closed-won

Only 29% of teams rate lead quality as excellent today, which makes the first metric the easiest place to start.

More sales and marketing alignment advice

Unbounce Go-to-Market Solutions helps SMBs move faster with easy-to-use tools built for scalable revenue growth. Together, Unbounce landing pages and Insightly CRM help lean sales and marketing teams stay connected from first click to closed deal.

Want more ideas for improving sales and marketing alignment? Subscribe to our monthly LinkedIn newsletter for easy-to-implement ideas that help lean go-to-market teams work better together and grow more efficiently.

The anatomy of aligned go-to-market teams | 2026 research report

February 4, 2026 . 10 minute read

Sales and marketing alignment: What it really takes to operationalize it

October 27, 2025 . 12 minute read

Sales and marketing misalignment: How RevOps and culture can help fix it

December 16, 2025 . 15 minute read

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