Even in the best organizations the sales and marketing departments often work in parallel, though separate tracks. And, in most companies the sales and marketing departments actually work against each other, with each group planning their strategy, training their team, and implementing their plan without a) considering each other's plans, b) gathering their input, c) providing unbiased feedback, and most importantly d) gaining buy-in and support from each other.

How many times have new marketing programs or materials been developed—at great effort and expense—only to fizzle in the sales process because sales refuses to use them? Or how common is the scenario where marketing generates leads they feel sales does not follow-up on and sales deems these leads "unqualified?" Sadly, in these scenarios everyone loses.

Integrating the magic of marketing with the science of sales is KEY to sales and marketing efficiency and effectiveness. Without joining the often-disparate efforts of sales and marketing into one cohesive approach, your strategies are only realizing one-half of the equation.

To avoid this all-too-common trap, start by including the sales perspective into your marketing process by:

• Understanding Your Sales Process. We find that the biggest reason sales and marketing teams don't integrate well is because they don't have the same understanding of the sales process and/or they don't have the same defintion of the concepts within the sales process (For instance, what EXACTLY defines a lead? What type of communication is necessary at the lead qualification stage vs. the presentation phase). To remedy this misunderstanding, start by defining and documenting your sales process and make sure both teams agree to operate within and support those definitions and requirements.
  
  
• Implementing a Sales Advisory Committee. As you begin your annual marketing planning and budgeting, develop a sales advisory committee. The sales advisory committee meetings should be lead by the marketing department, while the sales department should decide sales representation. Use these meetings to strategize, plan, and establish sales buy-in into every aspect of the marketing approach. Also, solicit feedback from individual salespersons by posting a web poll to ensure your plans, materials, and vehicles aren't missing the mark when it comes to actual usability from a sales perspective. Make this poll anonymous so that you get the real scoop (and not just what they think you want them to say).
  
  
• Co-traveling with sales representatives. Attending all the trade shows and industry events in the world will never provide the same perspective and opportunity to understand your customers' and prospects' needs from your marketing efforts, as calling on them. Ask the territory representative to plan a day (or two) for calling on a mix of current and previous clients and prospects. Be specific about who you want to call! Otherwise, you'll end up with a tour of the "A" accounts, with very little insight beyond your top customers.

Sales and marketing are not independent disciplines. And, it's not enough to "be friends." Integrate the two disciplines in a meaningful way and you'll find your sales and marketing efforts will be all the more successful.

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The Sales and Marketing Toolkits BUNDLED contains:

• Over 60 sales and marketing templates (DOC, XLS, PPT, and PDFs)
  
  
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