When sales and marketing speak the same language with Dominic Parsonson - Marketing Espresso

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Send us Fan Mail Sales and marketing are often seen as two sides of the same coin - but in far too many businesses, they’re operating worlds apart. In this episode of Marketing Espresso , I sit down with Dominic Parsonson to explore why sales and marketing alignment isn’t just “nice to have” - it’s essential for business growth. Dominic brings decades of experience in sales leadership and CRM implementation, and together we dive into why misalignment happens, what it costs businesses, and how to fix it. From shared KPIs to better communication between departments, we unpack how teams can move from blame to collaboration. We also talk about why CRMs fail when they’re treated as IT projects, how leadership buy-in makes or breaks success, and why understanding your customer journey requires everyone - from the C-suite to the factory floor - to be involved. This is a practical and candid conversation for anyone in sales, marketing, or management who’s tired of hearing “the leads are rubbish” or “sales just don’t follow up.” Key Takeaways True alignment between sales and marketing starts with communication.

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