Redesign how sales and marketing
work together.
How to diagnose where misalignment lives, redesign the system producing it, and embed alignment into how the business runs.
Built for B2B revenue leaders facing enterprise growth targets and complexity, but with mid-market resources.
About the book
Revenue growth is not responding to harder work.
In many mid-market B2B companies, sales and marketing run on different definitions, priorities, and operating rhythms. The cost shows up in missed targets, deals that stall between teams, and forecasts leadership cannot rely on.
Too often, fixes target behavior, such as better meetings, shared dashboards, or more communication. They do not last, because the problem is structural.
The Alignment Operating System™ gives you the complete model. You start with the Alignment Diagnostic™, which shows where your system is failing across six pillars. Then your own leadership team redesigns the system in four phases, alongside normal operations. The payoff shows up in stronger pipeline, more reliable forecasts, and a buying experience that wins and keeps more customers.
What you will learn
- 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.
Praise for the book
What leaders are saying
CEO, Roderick Jefferson & Associates
Author of Sales Enablement 3.0: The Blueprint to Sales Enablement Excellence
“Sales leaders have been told to improve alignment with marketing for decades. Almost none have been shown how to make it stick. The Alignment Operating System [italic] treats misalignment as a design problem rather than a people problem. 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. I have watched Jeff develop these muscles for years, and his is the playbook to use.”
Craig Wortmann
Founder and CEO, Sales Engine
“Sales and marketing run on different timelines, get measured on different metrics, and too often work for a CEO who believes ‘healthy tension’ produces the best outcomes. The Alignment Operating System [italic] goes after the root cause of misalignment, not the symptoms. Jeff shows leaders how to build alignment infrastructure that removes the conflict instead of relying on one-off initiatives that fade.”
Tracy Eiler
Five-time CMO and co-author of Aligned to Achieve [italic]
“In my years as a Fortune 500 senior executive, I’ve watched too many good strategies fail while the people carrying them took the blame. Jeff shows where the problem actually lives: in how the work is designed and how change is led. The Alignment Operating System [italic] tells the truth about why cross-functional alignment breaks and gives leaders a clear model for making it stick.”
Shaelyn Otikor-Miller
Former SVP and Head of Global Digital Workplace Strategy, Northern Trust
“Jeff Davis takes a concept that gets a lot of lip service and turns it into reality. I particularly like how the system is built one layer at a time, addressing the dysfunction that impedes growth along the way. This is a framework that works, from someone who has been in the trenches with sales and marketing teams.”
Greg Mischio
Founder and CEO, Winbound
“Too often, sales and marketing metrics and incentives create independent activity that does not move the needle on true business growth. With The Alignment Operating System [italic], Jeff Davis takes an industry-agnostic problem, the misalignment of sales and marketing, and provides a valuable framework to solve it. 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
bout the author
Jeff Davis
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.