• Ssemujju Lewis E

Tips To Improve Sales And Marketing Teams To Work Together

As it has always been said, when two teams are united, there is always a bigger achievement than a single team. In this case, we are looking at marketing and sales working together; what and how much can they actually achieve? And how we can actually get these teams to work together.


Sales and Marketing teams both work towards fulfilling the same goal: securing business and helping their company grow; however, the way they execute their duties is what differs.


How do you understand marketing and sales? Do you know the difference between the two? Let us break these two words down and explain each one of them differently as we proceed to the main topic of this article.


Sales refer to a direct contact in which the sales representative engages the customer in a conversation that motivates and encourages them towards making a purchase. This could be in person or face to face, over the phone call, or it could be done while using digital communication media channels like email or social media where people can easily exchange a conversation like Facebook, WhatsApp, Instagram, Twitter, LinkedIn, or even YouTube.

The process of selling could be long while discussing at different times and days as the sales representative learns or gets to know about the behaviors of the customers, their preferences, interests, and likes while showing them how their product could be of help in respect to addressing his or her needs.


The process of selling can also be short in a way that the prospective client could have been looking for that certain service or product, and therefore no need first to elaborate how the product or service is going to be useful to them because they already have prior knowledge about it, thus selling to such a client would be a single conversation as the sales representative lays out the terms of the deal and processes the sale.


Marketing is designed to increase awareness of a brand or product to the target consumers or individuals. Marketers don’t usually deal with people or customers face to face; instead, they employ methods that reach out to as many people as possible.


There are several methods employed by the marketing teams, and some these include;


In many companies, marketing and sales teams don’t work together but instead, operate independently. This has been a big stumbling block to so many companies for years. Here is a list of the major challenges that disregard the proper alignment of sales and marketing teams.

  • Inaccurate shared data regarding accounts and prospects

  • Poor communication between the two teams

  • Differences in metrics used

  • Defaults in processes

  • Bad accountability

  • Differences in reporting

However, if companies want to achieve an awesome and substantial improvement in performance, they must unite the two teams. According to research by Sujan Patel, Prop