I was pleased to accept the invitation to serve as an Expert Voice at S&MM (Sales and Marketing Management) SoundOff weblog. I will be posting monthly on topics of interest to sales and marketing professionals. Check it out.
Today, I posted my first article, focused on Sales and Marketing alignment. Throughout my career, I have been surprised at the huge number of disconnects between sales and marketing. Especially when the pipeline runs thin, it is easy to point fingers. When sales needs an account-based marketing campaign fast and Marketing is working on a promotion that won't be launched for 6 months, tempers can flare. When Marketing dismisses Sales as purely tactical, I think they are missing an opportunity to increase their own effectiveness and impact.
Valeria Maltoni writes about the power of conversation to bring people together. In this post, I write about a structure for conversation between departments that helps Sales and Marketing work together to unleash their value - for the firm and the customer. I have reposted it below.
What are your thoughts?
- What gets in the way of Sales and Marketing alignment?
- What has worked to bring Sales and Marketing into sync in your company? What was the impact?