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It is estimated that sales-marketing misalignment costs businesses $1 trillion a year. When sales and marketing teams are aligned, the company will perform better, and these teams will notice an increased speed of change, more creative problem-solving, and better employee retention. The author suggests a number of ways to get the sales and marketing teams on the same page, including: 1) Audit the content you have to enable revenue generation; 2) Have marketing team members shadow sales calls; and 3) Hold regular brainstorming sessions with sales and marketing team members.
Businesses have needed to continuously adapt to changing customer needs. It's difficult to quickly adapt when the business doesn't have alignment between the departments that speak to potential customers: sales and marketing.
