How to align marketing and sales for guaranteed success

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Today, companies with an inbound marketing and communications strategy must ensure full collaboration between their marketing and sales departments. This ensures success if objectives are aligned under a deep and shared relationship.

There's always a tendency to think there's complete integration between the two departments, but unfortunately, this is often not the case. Marketing's initial objective is to architect data capture leads, while sales' is to close the purchase process and generate new customers. However, this approach can hinder sales cycle speed. To avoid this, feedback between marketing and sales is needed to optimize internal resources and streamline the sales cycle.

In marketing terms, the alignment of these two key teams is known as "Smarketing ." This means that if one fails, the other won't deliver the expected results either. This means that if there's no feedback, they've wasted all the effort they could have made separately. Cooperation can generate a 36% higher customer retention rate and a 38% higher sales rate .

If you want to achieve a better relationship between the two teams, here's a list of good tips .