If your company’s sales and marketing teams had a joint Facebook profile, the relationship status would probably read: It’s complicated.
Sure, most sales and marketing teams today are doing their best to co-habitate and collaborate. They promise to be civil, they feign interest in one another’s perspective, and they claim to understand the importance of alignment.
But let’s be honest — most of that is posturing. Each function generally operates with a preconceived notion of what the other should be, and those perceptions are very rarely accurate.
The reality, in fact, is that many sales and marketing organizations are more divided than ever, despite the best efforts of businesses to mitigate the problem. Studies have shown that 50 percent of sales teams are dissatisfied with their marketing counterparts — and you’d probably discover similar disdain for sales if you polled marketers.
So, what can really be done to bridge that divide?
It starts with ensuring that your marketing team is developing the right content to enable and empower the sales team, and that the sales team is actually using that content at the right time, with the right prospects. That might sound like an overly vague and simplistic solution, but it’s critical to improving the relationship between your sales and marketing organizations.