Diminishing the Divide:
Moving From Sales vs Marketing to Sales & Marketing
Thursday, January 26, 2012
Sales & Marketing : Can't We All Just Get Along
Ioften joke that I spent ten years in
sales and sales management and then, depending on the audience, I explain that
I went to / or came from the dark side,
spending ten years in marketing. Without
fail I always get a good laugh.
Why? Because of the great divide
between sales and marketing. The
question is not whether a gap exists between sales and marketing, but rather,
how wide is that gap in your company?
does the gap exist? No two organizations
are more aligned on the surface than sales and marketing. But, scratch just one or two layers below the
surface and the issues become painfully clear.
The issues stem from myriad places: misaligned goals, dependencies,
basic personality differences, compensation differences, action horizon, and a
slew of many other reasons.
recent years, it appears that both technology and process improvements have aligned
sales and marketing to be closer than ever.
But, the tension seems higher than ever.
CRM’s visibility highlights the dichotomy in the distinction between how
a salesperson understands a qualified lead and how a marketing person
understands a qualified lead, and provides each side with the data to support