Can't We All Just Get Along? Why Sales and Marketing Need to Work Together

The relationship between Sales and Marketing has long been strained, but digital tools and strategies have made it easier for marketers to prove the value of their work. Now, Sales often relies on Marketing to open conversations with prospects, but digital marketing tactics are becoming less effective. Sales is taking ownership of the top of the funnel, often making it seem unnecessary to involve Marketing.

However, Sales and Marketing need to work together to maximize efficiency. When conversations with prospects seem to be going nowhere, Marketing should step in and continue the conversation. They should also be speaking to the same people at all stages of the funnel. By double-teaming, both departments can take advantage of program scalability, creating additional opportunities.

Marketing can also provide insights into the purchasing process. It can deliver ads and other content to anyone on the buying team, not just those participating in active sales conversations. As demonstrated by an experiment, clicks and engagements on ads and landing pages have a direct impact on conversion rate. Working together can significantly boost success.