Historically, Marketing and Sales departments have always remained separate entities in organizations. Although their work can be interconnected, Marketing and Sales teams do not always see eye-to-eye. Cultural and economic differences may prevent the teams from working together. However, coordinating marketing and sales teams’ efforts can benefit companies in several ways.

“Conversely, there is no question that, when Sales and Marketing work well together, companies see substantial improvement on important performance metrics: Sales cycles are shorter, market-entry costs go down, and the costs of sales is lower.”

Marketing vs. Sales: 3 Key Ways To Bridge the Gap, describes how Marketing teams can better align with Sales initiatives.

1. Product Knowledge: Employees should understand both the Marketing offer and fulfillment process
2. Customer Service Training: The customer service should complement Marketing efforts.
3. Accountability: Establish acquisition goals.

Implementing these practices could help organization’s Marketing and Sales not only get along better, but work together towards shared goals. Educating employees with the same information can help the teams overcome differences in their mindsets. It is important for Marketing and Sales to remember the improvements in the organization’s overall performance that can be made due to coordination.

 

Sources: Kotler, P., Rackham N., and Krishnaswamy, S. (2006). Ending the War Between Sales and Marketing. Harvard Business Review.

https://thefinancialbrand.com/66213/marketing-sales-alignment/

http://villamarketers.com/vacation-rental-sales-what-the-heck-is-the-difference/