Rudyard Kipling said in his Barrack-Room Ballads in 1892: ‘Oh, East is East, and West is West, and never the twain shall meet’.

Though we have a perception of the meaning, it is best summed up by the Cambridge Dictionary which describes the idiom as, “said when two things or people are completely different, unsuitable for each other, or are unable to agree…”

When meeting clients, this can become a big issue and is normally down to a lack of communication or alignment to the common business goal or objective.  

How do we move forward and build a bridge. Building a strong relationship between sales and marketing is essential for the success of any organisation.

Here are some steps you can take to build the best relationship between sales and marketing:

Align goals and objectives

Sales and marketing should have shared goals and objectives that are aligned with the overall business strategy. This can be achieved by bringing both teams together to establish a common understanding of what success looks like.

Improve communication

Sales and marketing need to communicate effectively to ensure that both teams are working towards the same goals. This can be done through regular meetings, shared communication channels, and clear processes for sharing information.

Create shared processes

Establish processes that enable both teams to work together seamlessly. This can include processes for lead generation, lead scoring, and lead handoff.

Share data

Data is essential for both sales and marketing. Sharing data between the two teams can help to ensure that both teams have the information they need to make informed decisions.

Establish accountability

Ensure that both sales and marketing are held accountable for their contributions to the organization’s success. This can be done through regular reporting and analysis of key performance metrics.

By following these steps, you can build a strong relationship between sales and marketing that will drive business success.