CMOs Need To Initiate Marketing-Sales Collaboration

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.