I have never really understood the conflict between Marketing and Sales. It still doesn’t make sense to me. Sure there are different skill sets required for each, and the day-to-day activities of each flavor of professional are different. That said…
Sales & Marketing both have the exact same goal; Sell more!
Here’s my take on how to make the conflict evaporate – focus on Opportunities & Obstacles. The top sales exec and the top marketing exec need to have a series of conversations to identify, agree on and document:
- The Top 5 Opportunities the organization can exploit
- The Top 5 Obstacles inhibiting more sales
Almost certainly, the core of exploiting each opportunity and conquering each obstacle is to inject some set of knowledge into one or more constituencies. Ummm… that would be communicating, right? That’s what sales pros do? That’s what marketing pros do, right?
So give it a try. simply re-frame the goals of both groups within the context of Opportunities and Obstacles. Pretty simple – and surprisingly powerful – stuff.