Compete or Cooperate: What Should Marketing and Sales Teams Do?

Sales and Marketing not getting along? This article helps you prevent that by understanding the Sales and Marketing alignment gap. Some of the key points include unifying KPIs, improving communication, setting up a feedback channel, and creating an equitable incentive system.

The solution is to adopt the ‘smarketing’ framework, which requires setting up consistent meetings, sitting Sales and Marketing in the same space, creating common goals and SLAs, and focusing on increasing revenue and profit. Lastly, make sure everyone agrees to the strategy and create a training course on how to provide constructive feedback.

Overall, teams should cooperate and not compete, since competition can be counterproductive. With the right infrastructure in place, Sales and Marketing can be aligned to accelerate growth and increase revenue and profit.