It’s a (Sales and Marketing) team effort.


They can be housed on opposite sides of the building (or the world). They are part of the same company, but are often made up of people with very different personality types. They are interdependent, but often seem at odds. Whether we think of them as “Salesandmarketing,” or as completely separate entities, Sales teams and Marketing organizations share a common goal: the success of the enterprise as a whole. Decades of B2B sales enablement work in many different industries has taught us that meeting that goal takes teamwork, and real teamwork is the product of true understanding. It all boils down to one piece of advice: Listen to each other.

Marketing organizations want to provide sales teams with the tools they require to do their jobs to the best of their abilities. Sales teams want marketing to know what works, what doesn’t, and what exactly they need. Despite this, lines of communication between the two can become frayed by misunderstandings or crimped by org charts. Opening these lines in a constructive and honest way helps everyone involved.

To get started, Marketing organizations should:

  • Establish a baseline of consistent communication with sales teams, whether it’s in-person (often preferable) or electronically;
  • Make it clear that Marketing is there to support Sales by providing the tools they need;
  • Ask what’s working, what’s not working, and why;
  • Ask reps for their “wish list” of tools and information that would help them do their jobs;
  • Provide Sales with what they’ve indicated they require; and most importantly…
  • Ask for—and use—feedback about how well existing sales tools work (or don’t).

Sales teams should:

  • Understand that Marketing is there to help them succeed;
  • Clearly communicate their specific needs;
  • Explain why a particular tool does not work well, using examples;
  • Provide Marketing with customer information they may not otherwise have access to;
  • Make themselves available to explain details about an offering or sales process that Marketing may not be privy to; and
  • Provide clear, timely feedback on whether particular tools work or don’t work, and why.

Has this approach worked for you? Want more information? Please feel free to let us know in the comments below.

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