It’s no secret in business that certain topics will remain constant and very relevant – none more so than the alignment between your sales and marketing teams. Despite years of finger-pointing from both sides – ‘you don’t understand our audience’, ‘you’re not converting the leads we give you’ (probably said nicer than that, but you get the gist) – it seems organisations still can’t quite make it work, despite the numerous business and cultural benefits. We explore why that might be and why the collaboration between these functions becomes increasingly vital in the B2B world.
Sales and Marketing: From Silos to Synergy
Sales and marketing historically operated as separate silos, each with its own goals and strategies. This divide often results in miscommunication, wasted resources, and missed opportunities. Even as business strategies have evolved, the remnants of this divide linger on, necessitating ongoing conversations about alignment. But are we really listening to each other?