How do I align marketing and CRO efforts?

Start by sharing goals across teams; both should focus on the same conversion outcomes. Marketing drives traffic, but CRO ensures it performs. Collaboration during campaign planning helps create consistent messaging between ad copy and landing pages. Use CRO results to inform marketing decisions. For example, if a tested headline improves conversions, use it in paid search or email campaigns. Likewise, marketers can bring audience insights that guide test ideas. Aligning both functions makes campaigns more efficient and outcomes easier to measure.