There’s no question that closing the gap between sales and marketing translates into real numbers on the bottom line. Aberdeen Research concluded that the companies that are best-in-class in merging sales and marketing have been able to post a 20 percent growth in revenue, while those that have fallen behind have seen a 4 percent decline.
Sales reps have traditionally been taught that their only priority is reaching their set quota. However they can get it, for the penalty of failure is high. Marketing, for decades, has been taught to stick to strategy, branding tactics and overseeing the creative direction of the company. The two of them have rarely worked together.
If your organization is struggling to bring these traditionally separate players into alignment, here are five relatively easy adjustments that can be put into practice today to begin making a measurable improvement.
