For CMO & Marketing Leadership Professionals

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	June 30, 2008 CMOs Need To Initiate Marketing-Sales Collaboration Six Practices To Improve The Relationship With Sales by Cindy Commander with Jaap Favier, Evadne Cokeh, Alice Bresciani	Average: 4  (2 ratings)

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Executive Summary

Sales and marketing have a long history of tension, frustration, and misalignment fostered through operation in distinct silos, separated by a wall over which marketing hands off leads, materials, and other insights to sales. However, marketing and sales teams can no longer survive without alignment, and it is time for marketers to take initial steps to bridge the gap to sales. Key actions for marketers: building an understanding of sales, involving sales more actively in planning, defining core processes, simplifying information, measuring results, and reinforcing messages.

TABLE OF CONTENTS

• Marketing And Sales Need Each Other For Mutual Success
• In Efforts To Align, Marketers Try A Variety Of Tools And Tactics
• How CMOs Optimize The Marketing-Sales Relationship

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• Break Down The Walls Between Marketing And Sales
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