Slightly utopian, but nevertheless good advice on how sales and marketing should work together to achieve corporate objectives. Tip number 2 vital. Er, high five?!
Sales and marketing alignment is key to driving success regardless of your industry. It’s also an issue that many companies find to be a struggle.
The marketing team is expected to generate as many leads as possible, while the sales team is under pressure to turn those leads into paying customers. Often this causes the former to focus on volume at the expense of quality, while the latter tends to blame failure to close on the marketing team for not qualifying leads effectively.