We talk with our clients a lot at Precision Marketing Group about the important connection between sales and marketing. In B2B marketing, it's even more important than it is in the consumer space. Companies marketing consumer products and services rely heavily on advertising online and offline and word of mouth. The days of door-to-door sales people are over for the most part - thank goodness! - and a significant portion of consumer shopping is done online. Sure, there are still sales and service people staffing your favorite stores, but they serve a different role than the salespeople who are out selling to businesses.
The sales team in a B2B organization relies on Marketing to bring qualified leads to the door, while the marketing team relies on Sales to close the quailfied leads. Sounds like a perfect synergy, right? In a perfect world, sure. But anyone who works in sales has probably blamed "marketing" for a lack of leads, just as anyone who has worked in marketing has criticized "Sales" for not closing business.
It's a conflicted relationship in the real world, but it can work. Thanks this month to Shelley Hall of Catalytic Management, who asked me to do a guest column on the sales-marketing relationship in a B2B world.
Have you had any positive or negative experiences in the sales-marketing relationship? We'd love to hear about them!