Why Pipeline Perception Is Breaking Sales & Marketing Alignment | Kris Anderson - Back on T-R-A-C-K

Topics in this episode

B2B Digital marketing kerry guard tea time with tech marketing leaders mkg marketing

Episode notes

Pipeline isn’t just a number - it’s a perception problem. In this episode of Back on T-R-A-C-K , Kris Anderson breaks down why sales and marketing teams often struggle to align around the pipeline, even when everyone is chasing the same revenue goals. We explore the shift from volume-based lead generation to quality-driven engagement, why attribution alone can’t explain pipeline impact, and how brand, demand, sales, and customer teams all contribute to growth in ways that traditional reporting often misses. Kris also shares practical insight on: • Defining pipeline in a way the entire GTM team understands • Why “more leads” doesn’t always mean better outcomes • How OKRs can unify sales and marketing teams • The importance of quality engagement over vanity metrics • Why brand awareness matters long before buyers enter the market If your teams feel disconnected, your pipeline feels unclear, or your marketing efforts aren’t translating into trust internally, this conversation will change how you think about growth.