Sales & Marketing Alignment Dashboard

The Sales & Marketing Alignment Dashboard shows you exactly where sales and marketing are aligned—and where they're missing opportunities. It breaks down your audience into clear segments so you can fix handoff problems and improve pipeline performance.

Understanding the five audience segments

The dashboard visualizes how your audience splits across these five groups:

• Warm-up audience — People marketing is targeting with ads but sales hasn't reached out to yet. These are awareness-stage prospects.

• Shared audience — People marketing is advertising to AND sales is actively reaching out. This is the sweet spot—both teams are engaged.

• Cold outreach audience — Sales is reaching out to these people but marketing isn't targeting them with ads. This might indicate misalignment on ICP or territory assignment.

• Broken hand-offs — People marketing identified as ready for sales (prioritized) but sales hasn't actually reached out. This signals weak handoff process or unclear prioritization rules.

• Aligned hand-offs — People marketing prioritized AND sales has reached out. This shows effective collaboration.

Key metrics

At the top of the dashboard, three percentages show your alignment health:

• Targeted audience outreached (%) — Of the people marketing is advertising to, what percentage did sales actually contact? High percentage means good handoff.

• Outreach audience targeted (%) — Of the people sales is outreaching, what percentage is marketing advertising to? High percentage means shared focus.

• Successful hand-offs (%) — Of the people marketing prioritized for sales, what percentage did sales contact? Shows how well prioritization translates to action.

Hover over any metric to see the average among Influ2 customers and ideas to improve.

Using the dashboard filters

Adjust these at the top to focus on specific data:

• Quarter start date — pick the start date for a 3-month period (e.g., January for Jan–Mar)

• Funnel stage — focus on pipeline generation, sales pipeline, or both

• Marketing audience type — see only "Targeted" (everyone marketing added) or "Reached" (people who saw at least one ad)

• Opportunity pipeline — filter by specific pipeline if you have multiple

• Contact/Account owner — analyze by individual team member

• Cohort name — focus on specific campaigns

• Prioritization type — show "Prioritized only," "Engaged only," or "Prioritized + Engaged"

Pathways to Alignment

Below the main metrics, you'll find downloadable lists of specific audience segments.

Use these to take action:

• Marketing warm-up list — People marketing targeted but sales didn't contact. Share this with sales to identify follow-up opportunities.

• Cold outreach list — People sales reached out to but marketing isn't advertising. Review with marketing to discuss ICP alignment.

• Broken hand-offs list — People marketing flagged as ready but sales never contacted. Investigate the disconnect—is prioritization unclear? Are reps overwhelmed?

Pipeline influence

This section shows how alignment affected your outcomes:

• Opportunities generated with Influ2 vs. without

• Opportunities progressed with Influ2 vs. without

• Opportunities won with Influ2 vs. without

Influenced = at least one buying group member saw 15+ ads or clicked one ad within the relevant timeframe.

Compare these numbers to see which influence type (generation, progression, winning) is your strength.

Prospect owner metrics

Analyze alignment at the individual rep level:

• Marketing warm-up — Audience they haven't contacted

• Shared audience — People both teams are working

• Cold outreach — People they contacted but marketing isn't advertising

• Hand-off % — Their success rate at contacting prioritized prospects

Use this to identify high performers (great hand-offs) and spot reps who might need support or clearer prioritization guidelines.

Reports and exports

Use these insights to:

• Align your ICP — ensure both teams target the same account profiles

• Fix handoff processes — break down barriers between prioritization and outreach

• Optimize content — if cold outreach is high, review whether marketing is reaching the right people

• Improve targeting — use audience segment data to refine your cohorts and campaigns