6 Best Practices for Sales and Marketing Alignment

There is irony in the fact that despite all the new social selling, collaboration, big data-based predictive sales analysis, target account-based marketing and cloud-based technologies, the pesky old issue of sales and marketing discord is alive and well. Prophesiers of new sales methodologies, coaching techniques and technology beware; the root cause is not in poor processes, lack of information or leadership — it is the persistent war between sales and marketing.


Sales, for decades, have been taught that their only priority is quota attainment. Specifically this quarter’s quota, however they can get it, for the penalty of failure is high. Success is lauded upon with accolades befitting an Olympic athlete along with forgiveness of a wide spectrum of bad behaviors.