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Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth by Phil Fernandez

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Key Points

  • 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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