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Sales and marketing departments view their respective roles in the revenue generation process quite differently, and those differences will run deep. Sales worries about meeting quarterly goals, Marketing says it is the only one thinking strategically. Sales wonders why it has to generate its own leads, Marketing complains that Sales ignores everything Marketing generates.
Marketers think generating leads is a numbers game. Sales says it’s not – that generating leads requires understanding and solving business problems.
Sales thinks Marketing is lightweight and easy, Marketing wonders why Sales cannot make its numbers.
Alignment between Marketing and Sales is potentially the largest opportunity for improving business performance today.