Sales and marketing: the yin and yang of your success

Sales and marketing: the yin and yang of your success

Sales is about persuading a potential buyer to buy. Marketing is about persuading potential buyers to listen to sales. So it stands to reason that sales and marketing should be fully aligned and work together at every stage of the sales process. And yet all too often this isn’t the case. Sales and marketing are frequently misaligned, out of step and even out of touch with each other. The result of this misalignment is, quite simply, less revenue for your business.

 

Getting it right with common objectives

When marketing and sales have common objectives, they work together to create and nurture the leads you want. Companies that adopt this practice consistently outperform their peer groups in revenues and profits.