The Lines Have Blurred, and That’s a Good Thing
Marketing is the new Sales. Sales is the new Customer Service. Support is where brands are built, or broken.
In the past, functions like Marketing, Sales, Support, and PR lived in silos. Each had its own tools, metrics, and handoffs. But the digital funnel, and the customer’s expectations, changed everything.
Now, the customer journey is continuous, and your internal teams must reflect that.
From demand generation to expansion, every team now plays a role in revenue, reputation, and retention.
Let’s take a closer look at how each team’s role has evolved, and why they’re all part of the same unified GTM motion.
Marketing Is Now Measured by Revenue, Not Reach
Today’s marketing leaders are held accountable for more than just impressions and brand awareness.
They're owning metrics like:
- Marketing-sourced pipeline.
- Cost per lead.
- Cost per acquisition.
- Conversion rates.
In fact, 73% of marketers now carry lead generation quotas, according to a Demand Gen Report Benchmark Study.
This shift means marketers must do more than attract attention; they must guide potential buyers through the funnel, deliver real value, and support sales enablement. ROI is now a core marketing KPI.
Marketing owns a significant part of the funnel, and increasingly, the outcome.
Sales Is No Longer Just About Closing Deals
Today’s sales reps aren’t order takers; they’re trusted advisors guiding buyers through a complex journey.
With 93% of B2B buyers researching before talking to sales (IDC), reps can’t rely on canned pitches or feature lists.
They must:
- Understand the product inside and out.
- Personalize every interaction.
- Deliver value through demos, education, and consultative support.
The buyer is now in control, and the rep’s job is to guide, not push.
The modern sales rep must act as a guide, helping buyers make confident, informed decisions based on trust and shared goals.
Customer Support Is Now the Face, and Voice, of Your Brand
Support used to be reactive. Now, it’s brand-defining.
When customers reach out with a question or issue, they’re not just looking for help, they’re forming an impression. And often, they’re doing it publicly.
A single experience can be:
- Praised on Twitter.
- Blasted on Reddit.
- Immortalized in a Capterra review.
Your support team is shaping perception. In many ways, they’re now your Chief Brand Officers.
Communications and PR Are Driving Engagement, Not Just Coverage
The modern comms team is no longer focused solely on press releases or media relationships.
They’re deeply embedded in the content, brand, and influence ecosystems that power modern marketing.
Today’s comms pros:
- Write social content, not just press kits.
- Manage thought leadership on LinkedIn and Medium.
- Drive influencer partnerships and brand engagement.
- Shape narratives that connect emotionally with target personas.
In short: PR has become part of your GTM engine, driving awareness, credibility, and even conversion.
Success Requires a Unified Go-to-Market Team
Your buyer doesn’t see departments, they experience your company as a unified entity.
Whether they’re reading a blog post, talking to a sales rep, or reaching out to support, they expect:
- Consistent messaging.
- Seamless transitions.
- Value at every step.
That’s why alignment between Marketing, Sales, Support, and Comms is no longer optional, it’s a competitive advantage.
A well-orchestrated go-to-market strategy depends on every team understanding and contributing to the same customer journey.
Looking to Align Your GTM Teams for Growth?
Kalungi helps B2B SaaS companies build integrated go-to-market strategies that align every function, marketing, sales, support, and comms, around the customer journey and revenue outcomes.
If you're ready to break down silos and scale with clarity, let’s talk.
Book a free discovery call here.
