In fast-moving tech companies, Go-To-Market (GTM) success hinges on one crucial factor: alignment. Yet, a persistent challenge for many organizations is the disconnect between product and sales teams. When these two functions operate in silos, companies lose valuable insights, slow down revenue growth, and struggle to gain a competitive edge. That’s the topic of my Wisdom From Wizards episode featuring Ohad Biron, Co-Founder & CEO of Bagel AI.

The Product-Sales Divide: Why It Exists

Product teams are focused on building the best possible solution, optimizing roadmaps, and making strategic bets for the future. Meanwhile, sales teams are out in the field, talking to customers, gathering insights, and feeling the pressure to hit revenue targets. The tension between these teams often arises due to:

• Lack of visibility: Sales teams feel unheard when product roadmaps don’t reflect customer needs.
• Data disconnect: Product managers rely on usage data, while sales teams have real-time feedback from the market.
• Competing priorities: Product teams may prioritize scalability and efficiency, while sales teams push for features that close deals.
• Communication barriers: Without a clear process to share insights, valuable information gets lost.

The Cost of Misalignment

When product and sales teams aren’t in sync, the entire GTM strategy suffers. Misalignment can lead to:

• Slower revenue growth — If product isn’t building what the market needs, sales cycles lengthen.
• Wasted resources — Engineering time is spent on low-impact features instead of game-changers.
• Poor customer experience — Frustration grows when prospects hear conflicting messages from sales and product teams.
• Missed competitive opportunities — If sales insights aren’t informing product decisions, competitors gain an edge.

How to Bridge the Gap

Alignment isn’t just about getting product and sales into the same room — it’s about fostering trust, transparency, and a shared strategy. Here’s how tech leaders can break down silos and drive GTM success:

1. Make Sales Insights Actionable

Product teams don’t ignore sales feedback out of spite — they often don’t see its strategic value. Sales teams must translate insights into actionable data by:

• Connecting feedback to revenue impact and OKRs
• Categorizing customer requests by segmentation and priority
• Bringing in competitive intelligence to highlight market gaps

2. Create a Feedback Loop

Instead of random feature requests, set up structured processes:

• Weekly product-sales syncs to discuss deal blockers and customer feedback.
• A shared repository where sales logs key objections, lost deals, and feature asks.
• Customer win/loss analysis sessions to extract patterns in buying behavior.

3. Tie Product Roadmaps to Sales Outcomes

For true alignment, product decisions should reflect market demand. Leaders can drive this by:

• Mapping product roadmap initiatives to sales impact and revenue goals.
• Prioritizing features based on real-time sales data, not just long-term visions.
• Ensuring product managers join sales calls to hear customer pain points firsthand.

4. Incentivize Collaboration

If product and sales teams have separate KPIs, misalignment will persist. Instead:

• Tie product team goals to business growth metrics, not just feature releases.
• Encourage sales leaders to advocate for long-term value, not just short-term wins.
• Recognize and reward cross-functional wins where product and sales work together.

Key Takeaway: Data-Driven Collaboration Wins

Sales and product teams thrive when insights are backed by data. “Build trust and transparency, make it driven by data, and connect it to impact,” he says. By linking sales insights to key business metrics, product teams will not only listen — they’ll take action.

When sales and product work in harmony, Go-To-Market strategies become unstoppable.

For more GTM insights from top industry minds, check out my Amazon bestseller, Product Marketing Wisdom.