Closing the Disconnect between Sales and Marketing

One of the chief functions of marketing, in addition to developing awareness and creating demand, is to make sales more productive. Most measurements of salesperson time management points to the obvious need for marketing's help. Marketing needs to start that conversation, not by talking up what it has to offer, but instead by listening to sales and providing feedback in sales language to describe the resources sales can leverage from marketing.

The following diagram is an example of how marketing programs align with sales' concerns.



This approach will help sales ask more questions of marketing. A deeper discussion can start once marketing gains credibility by first listening to sales.

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