From Sellers to Strategic Partners: Aligning Teams for Smarter Account Planning

The sales professional's role has evolved significantly; customers aren't just looking for products, they're seeking strategic partners who offer deep insights and collaboratively develop tailored solutions. This transformation requires sellers to take the role of trusted consultants – a shift that not only elevates customer service but also significantly boosts the go-to-market (GTM) team's overall effectiveness. 

Yet recent Mural research uncovered a paradox: While 85% of GTM teams are confident in their best practices, that same percentage reported ongoing alignment challenges. This reveals that teams are trying to collaborate but aren't achieving the deep, shared understanding needed for genuine alignment. 

This GTM misalignment hinders consultative selling and often drives missed revenue, frustrated teams, and wasted investment. Conversely, when teams are aligned, the impact is transformative: You see faster market entry, more qualified leads flowing through the pipeline, accelerated deal cycles, and, ultimately, better win rates. This powerful alignment is built through shared understanding, clear goals, and a visual plan everyone can see, contribute to, and act upon. 

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