Sales, Marketing, ai-enablement

Deliver better buyer experiences through GTM alignment

By John Rivers — On December 3, 2025

As a marketing leader, you strive to create a buyer journey that's cohesive, personalized, and compelling at every touchpoint. But all too often, actual execution fails because your teams aren't properly aligned.

According to a Harvard Business Review study, 90% of revenue leaders believe GTM alignment is critical, only 37% say they collaborate effectively. That breakdown directly impacts buyer experience, leading to inconsistent messaging, clunky handoffs, and missed opportunities for pipeline and revenue.

So what's the real cost of this disconnect, and how can marketing close the gap?

Disconnected teams create disconnected experiences

Buyers expect every interaction to be relevant to their individual goals, yet too many GTM teams fail to deliver. The same HBR study found that while 96% of revenue leaders believe creating meaningful interactions with customers is critical, only 57% say they do so effectively.

Misalignment in GTM teams causes:

  • Mixed messages and off-brand assets in the field
  • Content going unused or underperforming
  • Sellers wasting hours searching for and personalizing content
  • Marketing lacking visibility into what's working and driving revenue

When GTM teams are misaligned, they fail to develop a strong rapport with buyers, stalling deals, and missing revenue opportunities.

How to drive GTM alignment

Marketers know content creation isn't the goal — it's about activating the right messaging across every buyer touchpoint. With AI-powered enablement, marketers ensure every asset lands with the right audience, through the right channel, and drives measurable impact.

When teams are working in sync, marketers deliver impact by:

  • Launching in lockstep with sales and enablement
  • Reinforcing messaging through training, coaching, and scalable content kits
  • Equipping sellers with customizable, on-brand assets tailored to buyer needs
  • Gaining visibility and optimize in real time through AI-powered insights

AI-powered enablement platforms unify teams around a single source of truth and remove friction from GTM workflows. Instead of juggling tools or guessing what's working, marketers gain real-time visibility into how their messaging performs. They gain clarity into which assets resonate, where they're used, and how they drive results in the field.

"Moving from 10 unique content repositories to one allows us to better control and distribute content centrally and make it easily discoverable and shareable. Our goal is to really target specific customers based on their unique needs."

Todd Hanna

Global Digital Solutions Manager, Michelin

By leveraging AI-powered enablement, Michelin has achieved a 75% increase in content utilization by sellers. See Michelin's success story.

Driving consistency through GTM alignment

GTM alignment isn't just about reducing internal friction — it's about creating seamless, consistent buyer experiences. With AI-powered enablement, marketing teams can:

  • Deliver high-impact messaging across every channel and buyer stage
  • Launch campaigns that influence pipeline and drive revenue
  • Automate compliant, on-brand content delivery and personalization
  • Connect your efforts to revenue outcomes with date-driven insights

By delivering relevant content to buyers in a timely manner, marketers create a measurable impact on pipeline growth and revenue.

"With Seismic we've seen this breakdown of silos, increased communication between sales, marketing, and sales enablement. Through that we're able to increase pipeline, increase our win rate, and close our deals faster."

Alan Yarborough

Principal Leadership Development Consultant, Blackbaud

Blackbaud was able to increase pipeline by 33% with stronger GTM alignment and buyer engagement. See Blackbaud's success story.

Close the buyer experience gap with AI-powered enablement

Executing an effective GTM strategy has never been more critical — yet only 31% of revenue leaders say they're doing it successfully. Siloed teams don't just create inefficiencies; they cause missed opportunities and lost revenue.

When GTM teams are properly aligned, they deliver consistent buyer experiences that drive engagement, grow pipeline, and accelerate deals.

AI-powered enablement gives teams the speed, insight, and visibility to stay aligned and act decisively. Marketers that leverage enablement can optimize their content strategy, personalize messaging at scale, and tie their efforts directly to revenue impact.

Ready to align your teams and deliver better buyer experiences with Seismic? Book a demo today.