The relationship between marketing and sales is an unhappy one in many companies, much like a bad marriage.
Transforming that relationship into a more respectful and productive one can be a source of tremendous opportunity for revenue growth.
Many sales executives want marketing to get out of the way whenever a lead is handed off to them. However, that’s usually not possible, because prospects continue having contact with marketing material, including websites and webinars.
The tasks and personalities of career marketing and sales professionals are usually very different, which aggravates their differences and makes synergy more difficult to achieve.
Initial steps toward improving the sales-marketing relationship include frequent meetings to define goals, create shared definitions for lead quality, and to get to know each other on human terms.
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