It All Starts with Communication
Though sales & marketing are different departments with different functionality, at the end of the day sales & marketing team members need to remember just that – that they are a part of the same team, working to achieve a common goal.
When sales & marketing live on different planets, they cannot expect to achieve the common goals they set for the business. Sales & marketing need to cohabitate, so to speak. They must be comfortable providing each other with constructive criticism when necessary, making a culture of feedback and collaboration crucial for managers to lead with.
Sales & marketing should sit down together on a routine schedule to analyze the successes of their efforts, analyze trends and reports, create campaigns collaboratively, set shared objectives, and plan the next steps.