I can’t think of a better example of the total being greater than the sum of the parts than when sales and marketing are working together. Unfortunately, this isn’t the way it normally happens. In many companies it is “sales” and “marketing” and not “sales and marketing.” My point is not that sales and marketing don’t communicate.  I am referring to the lack of coordination and collaboration beginning with the first step and continuing through the company’s life.

In my experience, the shortcoming is rarely the result of people in either organization not wanting to work with the other. What I have typically seen is the opposite. Sales is looking for help from marketing and marketing would like a little assistance from the sales people in the field.  So, although they want to work together and may be talking, why isn’t there more collaboration going on? Continue reading →