Did you think Mohamed Ali vs. Joe Frazier was the greatest battle of all time? 🥊 Well, think again ... The greatest battle is between the marketing vs. the sales department. But it doesn't have to be this way, there can be a symbiosis. 🤝 According to Aberdeen Research, companies that align their sales and marketing departments experience 20% more growth 📈. Sales and Marketing have historically not gotten along. However, there are many efforts companies can take to align and create communication channels between both departments. Both marketing and sales are essential in a customer journey. Marketing is the department that pulls leads, while sales are the one that pushes those leads to create customers. The challenges in unifying both departments lay in the nature of these two departments. Sales are paid based on results ( customer acquired). On the other hand, marketing is rarely paid on results but instead on other Marketing Qualified Leads. Marketing KPIs tend to be broader. The relationship problems start with a misalignment of expectations in duties that each department has. Marketing shapes a customer journey by creating campaigns, brand awareness, educational campaigns, etc. Sales departments may argue that the marketing role does not collaborate with its goal of creating leads and making sales 💸. The common problem is that communication channels are not established between the sales and marketing departments. Recently there has been a trend in hiring a head of revenue, a person responsible for marketing and sales. A head of revenue, if it comes from something other than a pure sales background, they seek to find an alliance in strategies between the two departments. Here are my tips for aligning both department's efforts and creating a symbiotic relationship : 🤝 When hiring a CMO, its goals should be translating their efforts into sales 🤝 Marketing has to spend more time in outreach and talking with clients to create a knowledge-based that should be shared with the sales department 🤝 Creating a company culture that integrates both departments and creates unified projects 🤝 Create pipeline reviews between both departments. 🤝Have common brainstorming sessions to create unified strategies for lead generation and nurturing. 🤝 Create common projects: Company events, sales events, podcasts, web events, group sessions, etc. If you're interested in this topic, I highly recommend the book Move by Sangram Vajre 📚 #marketing #hiring #sales #growth