To many outsiders, the sales and marketing departments look alike. Yet, when you analyze the functions you begin to understand the differences and why it is sometimes so challenging to get good coordination and integration. Bottom line: in today’s market, the sales and marketing function, more than ever before, must collaborate at every level to support a strong business strategy that is executed well. The days of easy separation between the two functions are over. The world has changed! So, with that in mind, I recently worked with another consultant that runs a sales executive roundtable to have her leaders engage with my marketing executive roundtable in a safe, yet provocative environment to address three aspects about the marketing/sales relationship:

1) What makes for a GOOD relationship between sales and marketing?

2) Why ISN’t the relationship between sales and marketing working?

3) What are the game changers on the horizon for sales and marketing

These sales and marketing executives (twenty plus of them) had never met before. They were intrigued with the idea of coming together in a setting to communicate authentically and openly with peers in an environment of trust. The whole idea behind the marketing executive roundtable is to build community amongst leaders, and to do so by using a communications model that helps us get out of our comfort zones, encourages peer coaching and interaction. The success of the model, I believe is that it is NOT replicating the kinds of experiences we all have as senior executives at conferences and seminars (which, by the way, have their place and value). The roundtable focus is on engagement, creating new synergies and ideas. Powerpoint presentations are, if not outright forbidden, at least very strongly discouraged and, in fact, rarely used.

Here are some of the observations made by the group in response to the questions we used to focus the dialogue:

What makes for a GOOD relationship between sales and marketing?

· Mutual respect for each other’s needs

· Building the relationship. Having fun together. Socializing. Building trust. Honest communications.

· Sales is part of the R&D department – listening to them

· Marketing demonstrates value/metrics

· Marketing listens and delivers on what the sales team needs

· There is an open dialog. Participation is rewarded

· Marketing ties in the long term strategic plan with sales’ current needs

· Both parties own the process and are involved in marketing strategy

· Sales shares success stories and marketing helps package testimonials

· Sales and marketing rotate staff – walking in each other’s shoes

· Marketing understands that sales is their #1 customer

· Metrics are integrated. Goals and reward systems are aligned

Why ISN’t the relationship between sales and marketing working?

· 3 C’s of Conflict = Communication, Culture, Compensation

o Not enough buy in

o Power struggle. Marketing is perceived as ivory tower. Sales doesn’t have time for marketing.

o Everyone is a marketing expert: “I hate the CEOs wife!!!”

o Age and gender differences. Marketing tends to be younger and turn over more. Sales stays around. More women in marketing.

o Communication challenges – marketing is using more academic vocabulary. Sales: “If the dog don’t eat, what do you do?”

o Technology challenges – with sales? Marketing tends to be more technologically advanced. Sales tends to be relationship oriented.

o Sales on quality vs quantity

o Lack of trust

o Cultural differences

o Lack of opportunity to share

o Centralization vs decentralization

o Different measurables for success – sales has a quota!

o Academic elite impression of marketing

o Marketing not providing the “right” tools for sales

o Sales is street smart

o Not balancing tactical and strategic

o Marketing thinks they have all the answers

o Physical separation

o Not enough opportunity to communicate using informal channels

o Marketing communicates too much information to sales – becomes a distraction

o Sales does not understand why employees need to be trained on brand

o Sales does not feel marketing gives them what they want. Marketing does not feel sales takes advantage of the opportunities marketing provides.

o Sales does not provide the data marketing needs to establish ROI

So was the joint roundtable a success? I believe the interactive model lived up to it’s reputation as reflected by the group’s strongly expressed desire for meeting again to more fully explore “game changers,” a discussion that ended up being short-changed, but obviously has huge potential. Interestingly, many participants are getting together for a social after work this Summer as well. It will be interesting to see where this leads….

What do you believe is missing from the lists above?

What do you believe the game changers are?