Marketing and Sales: Better Together

Cats and dogs. Oil and water. Fire and ice. Marketing and sales.

Sales and marketing should be the ultimate revenue-generating team, but all too often, there’s a disconnect. 

One of the most common issues? Marketers rarely understand what the selling process—or the life of a salesperson—is really like. And that gap can hold your business back from achieving its growth, profitability, and value goals.

Let’s take a look at a typical day in the life of a salesperson:

• Morning prep: Reviewing yesterday’s activities, today’s leads, and upcoming client meetings—all while juggling emails and urgent client requests.

  
  

• On the go: Spending hours in meetings or on calls, building relationships, addressing objections, and moving deals forward.

  
  

• Evening follow-ups: Crafting proposals, logging activities into the CRM, and strategizing on how to meet quota—all before starting it all over again tomorrow.

Sales is high-pressure, fast-paced, and unpredictable. It’s about building trust, solving problems, and dealing with rejection. 

A salesperson doesn’t just sell; they are the face of the business, the problem-solver, and often the sounding board for customers.

Now, think about marketing’s role: creating campaigns, generating leads, and building the brand’s voice. 

While these are essential, if marketing doesn’t understand the sales process, they risk creating leads that don’t convert or messaging that misses the mark.

So, how do you bridge this gap?

1. Shared understanding: Have your marketers shadow salespeople to experience the customer conversations and challenges firsthand.

2. Feedback loops: Have sales and marketing teams meet regularly to share insights and align strategies.

3. Unified goals: Both teams need to work toward common metrics, such as revenue growth, rather than isolated targets like lead volume or closed deals.

When marketing and sales are aligned, businesses see stronger growth, better profitability, and higher value. 

When they’re working together customers move seamlessly from interest to purchase.

For marketers, walking a mile in a salesperson’s shoes isn’t just insightful—it’s transformational.