3. Having no-one responsible for improving collaboration
For cooperation to be possible, cross-functional processes need to be implemented to ensure both sides are in alignment. Not having a referee in place to intermediate marketing and sales strategy and collaboration is a serious oversight.
4. Neglecting the human element
Addressing the human dimension is a priority. Only then will it be appropriate to move on to how each department can support the other and set up joint processes and metrics.
5. Believing that technology and customer data will deliver a miracle
The latest whizz-bang technology promises the world. However, even the most sophisticated technology will remain ineffective if you don’t have your people and business processes aligned.
6. Trying to implement change without executive support
When change touches on aspects of corporate culture, implementing reforms can be an uphill battle. These are often doomed to failure unless they have executive buy-in.
7. Expecting immediate results
Any change must be given time to work its way through the system to have any chance at producing the hoped-for results.
Ideally, for your sales and marketing teams to support each other effectively you need to implement a method that encompasses the human aspects, processes, and technological elements of collaboration between the teams. A method that appreciates and addresses the respective competencies and objectives of both the sales and marketing functions.
A business thrives when marketing and sales strategy work together to achieve collective results.