Why sales and marketing need to work together

Sales and marketing are essentially two branches of the same tree. However, unfortunately, in many companies, the two departments often have an adversarial relationship.

Not only is this counterproductive, but it also harms customer relations.

Essentially, both areas are attempting to do the same thing, namely, sell products. Of course, it goes without saying that few businesses can function effectively without making sales.

But in order to get to that point, a company needs to have in place an effective marketing policy.

Therefore, it is obvious that in order to be successful in achieving that goal, the sales and marketing teams need to work closely together.

In order to understand this point more clearly, it is necessary to define what the role of each team should (ideally) be. 

This is because quite often, the two terms are conflated, and, at times, confused.

Generally, the sales team is responsible for directly contacting customers and persuading them to buy a product.

This can be done in a variety of ways such as cold calling, attending events and holding presentations.

On the other hand, the marketing team will often be responsible for coming up with promotional material, press releases, and will sometimes deal with the media.

They may or may not interact with customers.

It is obvious therefore, that with cooperation, both departments can complement each other and come up with a joint strategy to target customers.

However such efforts will be greatly impeded if the two teams are not prepared to negotiate.

If internal sales and marketing teams cannot forge a working relationship with each other, then how could they be expected to do so with external teams and customers?

It all boils down to communication. It is the lack of communication that causes friction between both teams, as well misunderstandings.

Therefore, individuals in both teams should strive as much as possible to retain open and transparent lines of communication with each other, and build up relationships together.

Arranging socials, and working together on joint projects, with clearly defined roles is another excellent way to improve the atmosphere between both teams.

It also comes down to awareness of brand. Understanding the company's ethos, core branding and key objectives will not only greatly assist in getting that message across to customers, but it will also refocus the energy of both the sales and marketing teams towards a common corporate goal.

Essentially, each team needs to make more effort to understand where the other is coming from, and ensure this is communicated to all of those who work within these departments.

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