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For the past 20 years, I have journeyed into the lairs of countless marketers. From small startups to national corporations, what has shocked me the most is the lack of unity and communication between the sales and marketing departments. When I first visit a marketing department, I ask its team members to describe their buyer profile as well as their customer’s interests, demographics, and pain points. More often than not, the picture feels incomplete and impersonal—the marketing team seems to have a limited understanding of its target audience. To get to the bottom of the issue, . I frequently discover that the sales department’s target buyer is a completely different creature from the one I heard about in marketing. The two teams are speaking different languages and wasting huge opportunities. I can only imagine the amount of money and resources that companies have wasted by marketing to the wrong people.

Salespeople and marketers aren’t blind to this disconnect. According to LinkedIn, 58% of sales and marketing professionals report that collaboration delivers improved customer retention. What’s more, 54% stated that aligning had a positive contribution to financial performance. I don’t blame either department for this problem. The two entities traditionally have spent years working in their respective silos. With such a drastic phone number database change Estonia Phone Number List in consumer behavior, however, it is more important than ever to take a personalized approach to marketing. 4 Ways to Reunite Sales and Marketing for  baked into systems, processes, and goals. The sales department has an intimate knowledge of customers, and the marketing department can turn that data into stories. When these two teams share goals and work in communion, companies are able to attract more—and better—opportunities. Here are four steps to better use both departments’ talents and optimize the resources that feed into both.



To get the best picture of who you need to target, have sales and marketing work together to build buyer personas. You might have your marketing team come up with a list of the traits, information, and values they wish they knew about their customers. Meanwhile, have your salespeople call your top customers and interview them to learn more about their motivations, pain points, and researching behaviors. If sales and marketing can combine their skills and insights in answering these questions, they’ll be able to create content based on the needs of their target audiences. This approach will help marketing know where to spend time, money, and attention for prospective clients, and it will allow the sales team to know prospects better throughout the sales cycle. 2. Schedule regular joint meetings Sales and marketing teams are busy. If they never take the time to talk, though, they will always suffer from a disconnect. Solve this problem by arranging regular meetups with a shared agenda to help everyone get on the same page. I suggest having your department heads prioritize this as a monthly meeting. The goal is for both teams to leave the meeting with renewed collective energy.