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Three Tips for Improving Teamwork between B-to-B Sales and Marketing Teams

The relationship between the sales and marketing teams at an organization can have a powerful impact on the success of B-to-B sales. This connection is often overlooked, and companies miss out on a golden opportunity to boost their sales. In addition, it can be tricky to create a seamless flow of communication across teams that have different timelines and seemingly different objectives. Below are tips for aligning your sales and marketing teams to ultimately improve performance:

  1. Build trust

    Instead of dismissing what some view as “complaints,” sales and marketing should listen to each other’s requests – and take them seriously. Follow-through will demonstrate that the other party is considered valuable to the team, and actions will also show that the team makes good on their promises. Talk is cheap, after all. It is also important not to wait for the other team to step up. Take the initiative and take on the role of giver. It is highly likely that this will compel the other team to respond in kind. From this point, both teams will be well on their way to building a relationship rooted in trust.

  2. Establish mutually beneficial goals

    In some organizations, marketing bonuses are contingent upon the fulfillment of sales goals. This inevitably creates a strong sense of teamwork between sales and marketing, as the success of one affects the other, and vice versa. Communication increases as the two teams check in with each other get an update on how the other is progressing, and ideas are shared for how to improve performance on both ends. This sense of teamwork culminates in the shared “win,” with the two parties recognizing that they needed each other to make it happen.

  3. Team up

    Taking the idea of shared goals a step further, some organizations structure it so that sales and marketing are part of the same team. They are considered one entity within the company, sharing supervisors as well as the aforementioned goals. They also share responsibility. This strategy helps to diffuse conflict between the two groups, and reinforces their bond. As mentioned in the second point, the impact of working towards a mutually beneficial goal is powerful and drives results.