The Sales and Marketing Relationship

Though we often say “salesandmarketing” as though it were one word, sales and marketing are actually separate functions that need to be fully integrated to produce the results you want. Marketing is what you do to reach potential customers with your message so that they’ll be receptive to your sales efforts. The sales process is the interpersonal interaction that closes the sale. Sales and marketing must be in concert to be effective.

Cultivate a cooperative relationship between these two efforts and the people involved. Remind them regularly that they are all on the same team, working for the same company, and have the same goals. Encourage idea sharing and communication so that neither side of the process is ever surprised by what the other does. And make sure everybody gets credit when credit is due.