Sales and marketing. They’re a powerhouse pairing that can catapult any business to success. But when these two vital business functions fail to click together, the converse can be true. Double handling, wasted resources, and too many separate goals make for a fractured environment that can confuse the customer journey. In worst-case scenarios, the two teams may actively be working in opposition to each other. Doesn’t sound too productive, right? On the flip side, if you can get all of these things on point, and are able to effectively align your sales and marketing efforts, you may see huge increases in revenue.
Let’s be honest, marketing is kind of an odd-sounding word, but it’s for a good reason. A portmanteau of the words ‘sales’ and ‘marketing’, well-executed marketing ensures sales and marketing are pulling in the same direction and working towards a common purpose. You wouldn’t think it’d make sense for these two areas of the business to work in competition.
You’re not alone, in fact, 87% of sales and marketing leaders believe that efficiently sharing resources within a culture of open and honest collaboration can have far-reaching and long-lasting positive effects on business growth. Misalignment of sales and marketing is rarely intentional, and that’s why it’s worth paying attention and actively monitoring what’s working and what isn’t.