What do you do to keep sales and marketing aligned on messaging?

The key to this is clear communication. You need to have an ongoing feedback loop between the teams to ensure that you are on the same page. Oftentimes, establishing feedback loops is overlooked, but it is incredibly valuable. This fosters information sharing, which is critical.

Furthermore, it's important to share tools, resources, and reports. Looking at dashboards from different perspectives and layering numerical data with qualitative data from sales is invaluable.

Lastly, test and iterate as a united team. People will evolve, and as such, your messaging will evolve. Be sure to speak to what the customers and prospects care about. This can be accomplished more successfully in partnership.