Since Jinan Liu’s Fine Needle Shop created the first printed ad in 10th-century China, sellers and marketers have been working together to close deals and grow businesses.
Today, the relationship between sales and marketing is complicated. Ensuring that these two groups work together is vital to business growth. And while there are barriers to alignment, the process of uniting these traditionally independent teams around a shared set of goals is foundational to success in our digital economy. Modern alignment is a truly interactive process — not a final destination — that requires executive buy-in, shared goals, platforms, and processes to support collaborative initiatives.
However, when only 8% of marketing and sales teams say that they are tightly aligned, achieving this is often easier said than done.