From Silos to Sales: How Collaboration Closes More Deals, Faster

Today’s buyers won’t settle for cookie-cutter sales pitches.

They expect relevance, authenticity, and value – not another “spray and pray” approach that prioritizes volume over connection. When teams chase quantity instead of quality, it doesn’t just frustrate potential customers, it erodes trust and costs you deals.

But this challenge runs deeper than messaging. It’s a symptom of something systemic: sales, marketing, and product go-to-market (GTM) teams working in silos. Everyone agrees collaboration is key, yet a Mural survey revealed that misalignment remains the norm, not the exception.

The good news is that the path forward isn’t about pushing harder – it’s about working better together through a collaborative, customer-focused approach. When teams unite around the customer and co-create every step of the GTM journey, they stop rowing in different directions and start moving as one – accelerating growth, impact, and outcomes.

Break Down Silos

One of the most persistent challenges in the sales cycle isn’t strategy. It’s communication.

Mural’s research found that 83% of GTM teams experience ongoing collaboration breakdowns, leading to siloed communication and missed opportunities.

Marketing, sales, and product often operate in their own worlds – using different tools, chasing different goals, and interpreting customer insights through different lenses. The result? A disconnected customer experience.

For example, a marketing team might promote a product having a key feature that the sales team’s presentation doesn’t mention – or, worse, contradicts. The prospect then feels baited-and-switched and looks elsewhere for their technology needs.

The fix isn’t more meetings, it’s more alignment. Start by bringing everyone together in a single, shared, digital workspace where teams can:

• Collaborate on the ideal customer profile: Sales and marketing can align on who they’re targeting by mapping the traits and needs of customers and/or prospects.
• Build a shared customer journey map: Visualize wins, losses, and friction points to give every team a clear picture of the path to purchase.
• Create personalized pitches: With a shared understanding of the customer, sales can move beyond generic templates to deliver messages that truly resonate.

When every GTM function operates from the same source of truth, miscommunication disappears, customer trust grows, and conversions naturally follow.

Improve Handoffs 

One of the most fragile moments in the customer journey happens during the handoff from the new logo sales team to the account management team.

It’s where great momentum can stall and hard-earned trust can start to slip. Too often, critical details get lost, prospects have to repeat themselves, and what felt like a seamless initial buying experience suddenly turns into frustration.

Picture this: A prospect spends weeks explaining their challenges, current systems, and goals to the sales rep. Then, during onboarding, the account manager opens with the same discovery questions. The customer wonders: “Did anyone even listen?”

The fix isn’t more documentation – it’s shared visibility. Create a single, connected view of the prospect’s journey where every step, role, and deadline is clearly mapped out. Imagine a digital workspace that captures every insight, conversation, and next step in real time.

When handoffs happen, the next team doesn’t start from scratch – they step in fully informed, with the context, goals, and priorities already in front of them. That means no repeated questions, no dropped details, and a smooth, consistent experience that builds confidence and trust with the customer.

Empower Creativity 

Effective sales is a balance between process and people. While structure is important, a rigid process can stifle the creativity that makes sales conversations genuine and effective. 

While the steps in your sales process (like qualifying a lead or closing a deal) should be consistent, how you execute them should never be one-size-fits-all. The best reps bring their own style to every interaction.

Maybe the process calls for a product demo, but top performers turn that moment into a tailored experience. They design presentations that speak directly to the buyer’s pain points, weave in storytelling that resonates, or follow up with a personalized video message instead of a cookie-cutter email.

This flexibility turns the process into performance. It empowers reps to adapt to each buyer, build authentic relationships, and deliver value in ways that stand out. The result? A sales motion that’s structured enough to scale but personal enough to close more deals, faster.

The Bottom Line

Top-performing sales teams win not by working harder, but by aligning across teams to deliver a seamless, customer-first experience. By breaking down silos and embracing a shared, collaborative approach, GTM teams build the relationships that drive loyalty and close more deals, faster.