The urgent need for collaboration between sales and marketing
Like any good partnership, there are always bumps in the road and this is no less so for sales and marketing teams.
A new survey has revealed that despite an acknowledgement that the two functions work better when collaborating, they rarely do.
Kaybe, a digital marketing agency, polled 2,500 marketing and sales professionals about their experiences collaborating with colleagues from the ‘other’ side. Perception and reality appeared to be a widening gap with the majority, 89.5% of sales and marketing professionals acknowledging the huge importance of working closely together. Yet, despite the high alignment on this belief, only half of those polled stated that their goals are fully combined.
There are distinctions between the two functions which may form some of the reasoning behind the perceived fallout when it comes to working together in practice.
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