Today a company’s senior leadership—just like the rest of the company—most often views Sales and Marketing as completely separate units. Sales and Marketing themselves also see themselves this way, and can engage in an endless blame game back and forth over lead quality. Marketing asserts that the sales force isn’t following up the leads being sent over; sales claims many of the leads aren’t of high enough quality and aren’t worth following up.
Changes within a company take place starting at the top, at the CEO or COO level. If a company is to survive in the lightning-fast and fiercely competitive 21st century business environment, senior executives need to begin viewing sales and marketing as a more cohesive whole, rather than separate departments. Read more →