Don’t get me wrong; sales and marketing conflict exists in many organizations today. But in almost every organization I’ve encountered the success or failure of the sales and marketing teams are intertwined – these departments simply must learn to win or lose, collectively, as a team. Sales and marketing conflict stems from a lack of accountability from either a sales leader or a marketing leader, but to me the solution needs to come from the top (CEO) down. Here’s my recipe for solving these woes once and for all.
- The biggest shift in sales over the last decade has been buyer empowerment. According to Forrester, 57% of a buyer’s purchase decision is complete before a buyer ever talks to a sales rep.
- If you’re still struggling with sales and marketing conflict, a more drastic measure could be the solution; consider switching up your organizational structure.
- Cold calling should always be a last resort. I feel strongly about this and am always curious why I often get pushback on this point.
“Sales and marketing conflict stems from a lack of accountability from either a sales leader or a marketing leader”