---
title: "Building Stronger Relationships With Sales | DEMAND Conference"
url: https://metadata.io/resources/demand/build-stronger-relationships-with-sales
description: "Amy Slater (Palo Alto Networks), Olivier L'Abbe (Metadata), and Sydney Sloan (Salesloft) discuss building effective sales-marketing partnerships."
source: metadata.io
---

How close should the sales and marketing teams work together? The answer: much closer than most companies think.

### Jason Widup (Moderator)

VP of Marketing, Metadata

### Amy Slater, Olivier L'Abbé & Sydney Sloan

Global VP Sales, Palo Alto Networks · President, Metadata · CMO, Salesloft

## Alignment Through Shared Goals

When sales and marketing reduce the distance between departments, they discover similar objectives. Collaboration enables faster problem-solving and idea-sharing, transforming two separate teams into one unified force addressing shared challenges.

## Metrics That Drive Progress

While departments may track different metrics individually, revenue growth should serve as the overarching focus. Leadership must establish alignment on which metrics both teams share to ensure accountability toward company-wide objectives.

## Sales Insights Improve Marketing

Sales representatives possess frontline customer knowledge about pain points, needs, and expectations. Marketing should leverage sales input during content creation and review customer calls to generate messaging that truly resonates with buyers.