It’s time to end that pretty old sibling rivalry

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Sales and marketing teams need to shape the ‘go-to market’ strategy together
As a rule, marketing and sales are separate functions within an organisation, and when they do work together, they don’t always get along. While sales departments tend to believe that marketers are out of touch with what’s really going on with customers, marketing believes the sales force is too focused on individual customer experiences and insufficiently aware of the larger market.

During our research and consulting assignments, we’ve seen both groups stumble (and organisations suffer) because they were out of sync. We conducted a study to identify best practices that could help enhance the joint performance and overall contributions of these two functions. We found that companies can take practical steps to move the two functions into a more productive relationship once they’ve established where the groups are starting from.

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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