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  • Writer's pictureAndy Hamer

Sales vs Marketing: Collaboration or Failure?

The alignment of sales and marketing is crucial for the success of any business. This point has been reiterated time and time, but some still need to grasp its significance. It is estimated that 90% of startups fail, and one of the main reasons is the need for more collaboration between sales and marketing teams.

I have seen numerous posts about the perceived differences between sales and marketing, with salespeople feeling under more pressure than their marketing counterparts. This "us vs them" mentality creates a toxic environment that is harmful to both professionals and the business as a whole. The truth is that both functions are critical, and they need to work together to achieve success.

Marketing must provide the sales team with high-quality, actionable MQLs, enabling them to hit their numbers. This requires a deep understanding of each other's roles and how they can work symbiotically. When sales and marketing teams work in alignment, the pressure is lifted, and both functions can achieve their goals.

My experience has shown that an aligned sales and marketing approach leads to success. To ensure this alignment, startups and businesses that want to scale should have sales and marketing functions reporting to one person. This person needs to have equal experience in sales and marketing and also product management. By having a single person responsible for the sales and marketing strategy, any deviation from the strategy can be swiftly addressed.

In conclusion, it is time for businesses to understand the importance of aligning sales and marketing teams. They must work together to create a cohesive force for success.

I encourage those who are struggling with this alignment to take action.

I offer a free 60-minute 1:1 session to help businesses understand how to align their sales and marketing teams for success.

Remember, the key to success is working together.

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