Sales and marketing misalignment is not a people problem.
It is a design problem.
The Alignment Operating System™ is a phased approach for mid-market B2B revenue leaders
to diagnose misalignment and redesign the revenue system.
The problem
Your revenue operating system was never designed.
Sales and marketing were built independently, optimized in isolation, and then expected to produce a single revenue outcome. They cannot, because the system connecting them was never designed to do that.
The result is a predictable pattern.
- Pipeline that marketing built and sales does not trust
- Handoffs that lose context at every stage
- Forecasts built on conflicting assumptions
- Quarterly reviews that argue about whose numbers are right instead of what the numbers are saying
The cost
Misalignment debt is what that design failure costs you.
It shows up in four specific places across your revenue engine. Each one looks like a manageable execution issue in isolation. However, together they limit your capacity to grow revenue regardless of how hard your teams work.
Low-quality pipeline
Poor-fit leads fill the pipeline and stall because the target customer was not defined together.
Stalled deals
Deals stall between teams because stage definitions and handoff criteria do not make ownership clear.
Broken customer experience
Buyers hear a different story from each team because the journey was not designed as one experience.
Slow leadership decisions
Decisions slow down because the metrics were never built to tell a shared, cohesive story.
Praise for the book
What leaders are saying
CEO, Roderick Jefferson & Associates
Author of Sales Enablement 3.0: The Blueprint to Sales Enablement Excellence
It gives revenue leaders a framework rigorous enough to defend in a boardroom and is built to be run by the leadership team already in place.
Craig Wortmann
Founder and CEO, Sales Engine
Clinical Professor of Marketing, Kellogg School of Management, Northwestern University
The Alignment Operating System goes after the root cause of misalignment, not the symptoms.
Tracy Eiler
Five-time CMO and co-author of Aligned to Achieve
Jeff shows where the problem actually lives: in how the work is designed and how change is led.
Shaelyn Otikor-Miller
Former SVP and Head of Global Digital Workplace Strategy, Northern Trust
I particularly like how the system is built one layer at a time, addressing the dysfunction that impedes growth along the way.
Greg Mischio
Founder and CEO, Winbound
Jeff clearly outlines the problems and lays out a rigorous, practical approach to redeploying resources across the revenue organization to truly foster growth.
Andrew Gulovsen
VP for Customer Engagement, STARS HazMat Consulting
The fix
Alignment infrastructure built across six pillars.
Alignment infrastructure makes aligned execution the default instead of the exception. You build it with two instruments. The Alignment Diagnostic™ measures where misalignment exists. The Alignment Transformation Framework™ redesigns what the Diagnostic reveals.
The path
Three steps to alignment that last.
Step 1
Step 2
Step 3
The book
Every system needs a manual. This is yours.
The book gives you the complete model: four phases, six pillars, and the sequence they have to be built in.
After reading it, you will be able to:
- Diagnose where misalignment is draining revenue and what is causing it.
- Secure executive commitment to fix it as a business priority, not a departmental project.
- Define an operating environment where sales and marketing make decisions, build trust, and execute together.
- Build the process and tools infrastructure that turns alignment into daily execution.
- Embed alignment into the structure so it holds under real-world pressure.
About the Author
Jeff Davis has spent more than twenty years in sales, marketing, and business development, at organizations ranging from early-stage startups to the Fortune 100. His perspective comes from an uncommon career progression, from mechanical engineer to top-performing seller to marketing leader. He holds a B.S. in Mechanical Engineering from Purdue University and an MBA from Chicago Booth. He is the author of Create Togetherness and The Alignment Operating System.