When I first started hearing about this idea of sales and marketing being a strained relationship, I didn't really understand. At that point, I think I had just been very lucky that all my experiences with marketing and sales alignment were positive. It was just a big ol' love fest over here at Tribute Media.
But I've seen the data. I've watched some of our clients struggle. And ultimately, the proof is in the numbers in the State of Inbound report.
Only 22% of respondents reported that their teams are tightly aligned. Forty-four percent report they are generally aligned, which isn't a bad place to be.
However, for as many people who feel tightly aligned (22%), there are even more (25%) who report some contention in the relationship between sales and marketing (either that they are rarely aligned or misaligned).
For those looking to improve the relationship, alignment and general understanding between these two departments, here are a few super simple ideas to get you started.