From Alignment to Elimination
For years, B2B companies have tried to solve the same problem: how to get sales and marketing aligned.
Fifteen years ago, when I was at HubSpot, we called it smarketing. Weekly meetings, shared definitions, handoff agreements. The goal was straightforward. If both teams could operate against the same metrics and communicate consistently, the system would perform better.
And in many cases, it did.
But even at its best, alignment still assumes something fundamental. It assumes that sales and marketing are separate functions, coordinating across a boundary. Leads are generated, qualified, and then passed from one team to another.
What if that boundary is the problem?
That is the question Fuel50 has answered, not through theory, but through how they operate.
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