You might think this is an obvious question and say ‘of course’. In my experience, marketing often creates programs and tools more or less in isolation from sales, with the hope that they will work well in one way or another. The sales team is often a passive receiver of new tools, such as new brochures, other presentation materials, and even campaign ideas. One problem is disconnected metrics, where marketing looks at aspects of segments to penetrate, brand awareness, campaign metrics, and top of Lead Funnel, whereas sales focuses on accounts, sales targets, velocity through the sales cycle, and on closing deals.
If marketing is to more effectively support sales, you need to start by getting everyone on the same page regarding what success looks like. If you don’t invest the time to align on the big picture, then you shouldn’t expect to see any change when you look at lead quality and quantity. […]