The Marketing Sales Connection

The Marketing Sales (Dis)connection

I am constantly amazed by the huge disconnect which exists between marketing and sales in many organizations.

For some, it’s a lack of communication or coordination.  For others, it’s a source of mild tension. Still others are downright hostile to one other — i.e. marketing doesn’t respect sales and/or vice versa.

How can this happen?

To achieve the most productive work environment, the line between marketing and sales — at least from a customer perspective — needs to be seamless… virtually nonexistent.  This requires coordination.

Marketing and sales are free to disagree internally while the best approach is being determined, but once it’s been decided, they need to convey a unified message to the market, essentially completing each others sentences.

When gaps exists between your marketing and sales messages, customers get confused. They’re not sure what to believe, and whenever that happens your credibility with them can be strained or destroyed.  No one feels comfortable doing business with a company that can’t get its own message straight.  So if you notice any sort of disconnect between marketing and sales in your organization, get it resolved as soon as possible. Ideally before the next marketing message or sales presentation is made.

For more on the critical importance of your marketing and sales message, check out our free video on The MVPs of Marketing and Sales.

On a scale of 1 to 10 (1 being totally disconnected and 10 being totally connected,) how connected are the marketing and sales efforts in your organization?

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