It’s not unknown that sales and marketing alignment has always been a controversial topic. However, in order to achieve a successful outcome, it’s imperative to ensure both teams are rowing together toward the same finish line.

Watch this short video to gain insight on a few basic sales and marketing alignment tips.

Transcript of the Video

The management of sales and marketing alignment has always been a controversial topic. The focus has been on marketing handing leads over to sales.

We’ve managed these teams as if they were running a relay race. The lead is the baton being passed from one runner, marketing-to the next runner, sales.

Taking this approach puts both teams at an immediate disadvantage. Instead of trying to run a relay race, we need to be entering a rowing competition. It isn’t about running one person at a time and expecting the win, the team needs to be working together towards a common goal.

To get everyone rowing in the right direction you need to have the right processes & technology to support your efforts.

Keith Jones, Marketing Operations Manager