HBR has an article titled “ending the war between sales & marketing” where they defined 4 stages: undefined, defined, aligned, and integrated.We felt we were in the “defined” bucket: we have rules for preventing disputes, share common language for leads, etc, and use meetings to clarify mutual expectationsTo get to “aligned” HBR suggests establishing regular meetings, define who should be consulted on which decisions, and create oppty’s for sales and marketing to collaborateThe major friction usually is economic, but can be cultural. Ours was the former, as you can tell from this slide.
Baxter Denney's Sales & Marketing Alignment Presentation at Total Customer Management Conference
Sales and MarketingAlignmentT. Baxter DenneyManager, Database Marketing