Introduction
Did you know that 65% of companies operate with a misaligned growth function? Misalignment isn’t just a small operational issue — it’s a systemic challenge that silently drains revenue potential.
In the fast-evolving tech industry, achieving sustainable growth is a priority for every ambitious company. Yet, for many organisations, growth initiatives fail to reach their full potential — not due to a lack of innovation or resources but because of misalignment across sales, marketing, and product teams.
At Mohala Growth Partners, we’ve seen first-hand how aligning these core areas can unlock untapped potential, driving resilience and scalability. This article explores the critical importance of alignment, the barriers misalignment creates, and actionable steps to transform these functions into a cohesive Growth Engine.
Recognising the Signs of Misalignment
On the surface, your teams might seem to collaborate effectively. However, inefficiencies and disconnects often lurk beneath, hindering your organisation’s growth potential.
Ask yourself: could any of these challenges exist within your company?
- Sales teams blame marketing for poor-quality leads.
- Sales forecasts are consistently unpredictable, and results are off-plan.
- Sales teams struggle to articulate the value proposition or sell based on client outcomes.
- Marketing campaigns fail to deliver the expected return on investment (ROI).
- Marketing blames sales for not following up on leads.
- The product management team focuses on long-term clients rather than exploring new opportunities.
- Teams rarely interact formally across sales, marketing, and product functions.
- Customer feedback is collected but not shared widely across teams.
- Product roadmaps are created without input from sales or marketing.
If any of these scenarios resonate, your business may be leaving substantial growth opportunities untapped.
Research from the LinkedIn Organisation of Tomorrow 2024 Report reveals that only 35% of companies report having a well-aligned growth function. Meanwhile, the Forrester Benchmarking Study found that highly aligned businesses grow 19% faster and are 15% more profitable than their poorly aligned peers.
Recognising misalignment as a barrier to success is the first step. Addressing it unlocks untapped potential and drives transformational results.
The Business Case for Alignment and Revenue Growth
The data speaks for itself: aligned growth functions deliver substantial advantages, including:
- 19% faster revenue growth
- 15% higher profitability
Why is alignment so effective?
- Enhanced Agility
- Stronger Market Positioning
- Optimised Resource Allocation
Understanding the Barriers to Sustainable Growth in Tech
A lack of understanding within individual teams about what drives growth in their specific areas is a significant barrier to alignment. Consider these common scenarios:
- Sales Teams: Often unclear on the organisation’s value proposition.
- Marketing Teams: Frequently lack a clear understanding of the ideal client.
- Product Management Teams: May not fully understand what differentiates their product or service.
These challenges are interconnected. However, they can be addressed through a cohesive approach:
- Sales teams can leverage insights from marketing and product.
- Marketing teams can collaborate with sales.
- Product teams can align development priorities with customer needs.
By fostering understanding across functions, alignment becomes a natural outcome, driving growth and creating a unified strategy that benefits the entire organisation.
Steps to Align Your Growth Engine and Maximise Revenue Growth
Achieving alignment requires a systematic approach. Follow these steps:
- Test the Hypothesis
- Establish Clear Objectives
- Ready the Business for Transparency
- Undertake a Diagnostic
- Conduct a Correlation Analysis
Aligning for Transformational Results
At Mohala Growth Partners, we understand that achieving sustainable growth demands more than siloed solutions. Our Cohesive Growth Methodology offers a transformative framework to pinpoint alignment issues, identify improvements, and establish strategies for sustained, scalable growth.
Unlike traditional approaches, we evaluate how your entire organisation operates as a unified growth engine, delivering actionable insights and empowering leaders to optimise their businesses for measurable results.
Take the Next Step Towards Sustainable Growth
Are you ready to uncover what’s holding back your growth — or what’s stopping you from scaling faster?
Get in touch to arrange an initial discussion and explore how Mohala’s Cohesive Growth Methodology can help your business thrive.
