Bridging the Marketing Sales Gap

• Marketing Managers 
• Brand Managers 
• Demand Generation and Growth Marketing Professionals 
• Product Marketing Managers 
• Digital Marketing Specialists 
• Marketing Directors 
• CMO/CRO’s 
• Sales Leaders looking to strengthen alignment with marketing 
• Business Development Professionals 
• Anyone responsible for improving revenue growth through cross-functional collaboration 

• Understand the root causes of the marketing–sales disconnect and its impact on business performance. 
• Learn practical strategies for improving collaboration, communication, and accountability between marketing and sales teams. 
• Explore best practices for lead qualification, handoff, and follow-up to improve conversion rates. 
• Develop shared goals and metrics that align both teams around revenue growth. 
• Create a more consistent customer journey by aligning messaging throughout the buying process. 
• Leave with actionable tools and frameworks that can be implemented immediately. 

• A clearer understanding of how marketing and sales can work together to drive measurable business results. 
• Practical techniques to improve lead quality, pipeline performance, and customer engagement. 
• Greater confidence in collaborating across departments and influencing organizational alignment. 
• Real-world strategies and best practices that can be applied immediately within your organization. 
• A framework for building stronger alignment between marketing and sales to support long-term business growth. 

Cancellation or transfer of registration must be received by e-mail to learning@thecma.ca no later than ten (10) business days prior to the date of the training to receive a full refund. No refunds will be given for cancellations made less than ten (10) business days prior to the training date. If you registered for a training but are unable to attend, substitutions* are welcome any time prior to the original registration training date at no extra cost.

*Substitutions refer to the transfer of a registration from one individual to a colleague

Interested in this session but can’t attend live? No problem. All registered participants receive the full recording, slide deck, and any supporting resources—such as toolkits or frameworks—so you can engage with the material at your convenience, even if you’re unable to join us in real time.

Matthew Nicolle, MBA | CSL | CSP | F.ISP Sales Strategist | Educator | Industry Leader

Matthew Nicolle is a nationally recognized sales strategist, educator, and the CEO of Sales Training Experts, one of Canada’s leading sales consulting firms. With a track record of driving revenue growth, building high-performance teams, and navigating complex enterprise sales cycles, Matthew brings a unique blend of practical experience and strategic insight to the world of professional selling.

He has received numerous accolades throughout his career, including multiple Presidents’ Club awards, and has successfully led sales teams across both established corporations and innovative startups. Matthew’s leadership is marked by his ability to forge meaningful partnerships, close high-value deals, and elevate organizational sales performance.

Matthew currently serves as the President of the Institute of Sales Professionals (ISP) Canada, following his tenure as an Executive Ambassador for the Canadian Professional Sales Association (CPSA). He is also an Adjunct Professor at the University of New Brunswick – Saint John, where he teaches in Canada’s first graduate-level Business Development and Professional Sales stream within the MBA program.

He holds an MBA from the University of New Brunswick, along with the Certified Sales Leader (CSL) and Certified Sales Professional (CSP) designations with distinction from the CPSA. He is also a Founding Fellow of the Institute of Sales Professionals (FF.ISP).

Matthew’s passion for advancing the sales profession through education and strategic consulting continues to make him a sought-after voice in the field.