I canâ€™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 isnâ€™t the way it normally happens. In many companies it is â€œsalesâ€ and â€œmarketingâ€ and not â€œsales and marketing.â€ My point is not that sales and marketing donâ€™t communicate. Â I am referring to the lack of coordination and collaboration beginning with the first step and continuing through the companyâ€™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.Â So, although they want to work together and may be talking, why isnâ€™t there more collaboration going on? Continue reading