Instead of “Do We Agree?” Try “Are We Aligned?”
Most leadership teams ask the wrong question.
In meetings, in Slack threads, in strategy sessions, the question is almost always the same: “Do we agree?”
It sounds reasonable. Collaborative, even. But in practice, that question often creates friction, not momentum. It subtly invites politics, positioning, and compromise for the sake of harmony.
A better question is this: “Are we aligned?”
Because alignment builds trust faster than agreement ever could. And trust is what allows teams to move.
As a Fractional CMO, I see this distinction play out inside marketing teams and leadership rooms every day. The highest-performing teams are not the ones that agree on everything. They are the ones that share clarity on what they are trying to achieve, why it matters, and how they will decide what to do next.
That is where trust lives.
Agreement vs. Alignment
Agreement is about opinion.
Alignment is about direction.
You can disagree on tactics and still be aligned on outcomes. You can debate approaches and still trust the strategy. But without alignment, even the smallest decision becomes exhausting. Teams get stuck. Leaders hesitate. Marketing turns reactive.
Alignment answers three essential questions:
What are we trying to accomplish?
Why does it matter?
How will we know if it is working?
When those are clear, people do not need to agree on every detail to move forward with confidence.
How Trust Actually Gets Built
One of the biggest misconceptions I see is that trust comes from being right. In reality, trust comes from how decisions are made and how teams are treated when outcomes are uncertain.
Data is a great example.
Often, data does not point to one obvious answer. It shows two or three viable paths. At that moment, leadership matters. Someone has to choose a direction, explain the why, and make it safe for the team to test, learn, and adapt.
What builds trust is not getting it perfect on the first try. It is showing that decisions are not personal, that feedback is welcome, and that course-correction is expected. When teams know they can change lanes based on what they learn, without blame, they stop playing defense. They start moving together. That is alignment in action.
What Trustworthy Leadership Looks Like
From a leadership seat, trust is built when you:
Share the thinking behind decisions, not just the decisions themselves
Invite input before committing to a path
Name tradeoffs honestly
Make space for learning instead of perfection
In one engagement with an outdoor apparel brand, the leadership team had strong opinions about where growth should come from. Rather than forcing consensus, we slowed the process down. We clarified business goals, listened across departments, and built a shared set of priorities for the season ahead.
Not everyone agreed on every initiative. But everyone understood the strategy and how their work contributed to it. That created momentum that no amount of forced agreement ever could.
How Teams Earn and Sustain Trust
Trust is not one-directional. Teams play a role too.
You earn trust when you:
Show up prepared and curious
Tie your recommendations back to business goals
Respect the constraints other teams are operating under
Communicate clearly and consistently
Alignment happens when people feel seen, heard, and connected to a shared purpose. That is when collaboration becomes easier and creativity starts to flow.
Simple Practices That Create Alignment
If you want to build more trust on your marketing team or across leadership, try this:
Replace “Do we agree?” with “What are we each solving for?”
Start meetings with clarity on goals before jumping into tactics
Make decisions explicit and revisit them openly when data changes
Create regular moments to realign, not just approve
These small shifts reduce friction and increase confidence, even when things feel uncertain.
Why This Matters
Marketing is one of the most cross-functional, fast-moving parts of any organization. Without trust and alignment, it becomes reactive, political, and exhausting. With them, it becomes a powerful engine for growth.
You do not need a team that agrees on everything. You need a team that knows where it is going and trusts each other enough to get there together.
That is what creates clarity.
That is what builds momentum.
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If you are a founder or marketing leader feeling stretched, stuck, or misaligned, you do not have to solve it alone. An outside perspective can help you see what is really in the room and create the conditions for alignment across your leadership team.
If that sounds helpful, I would love to connect.
— Jessica, Founder & Chief Brand Strategist, Dodson Consulting