The disconnect between marketing and sales:
how to bridge the gap between two teams
Before you can start bridging the gap between your business' marketing and sales departments, you must first know – and care – about 'the disconnect'.
This misunderstanding is frequently the foundation of marketing and sales’ long history of conflict. Because neither team fully understands the other, both often fail to perform to their full potential. This can lead to distrust, friction and poor results. Industry research consistently shows that misalignment between sales and marketing costs B2B organisations significant revenue each year.
However, when they do align (also known as 'smarketing'), we can see great success. Numerous statistics suggest revenue growth, higher sales and better conversion rates all come from forging closer relationships. So why is it so hard to get sales and marketing to work together and what can we do about it?
Loss of revenue
Reduced conversion rates
Internal team conflict
