Sales and Marketing Alignment: Is It a Bridge Too Far?

by Jenna Sindle

During World War II, the Allies crafted a bold plan to capture a number of key bridges in Europe in a campaign called Operation Market-Garden.  Its failure was retold in the 1977 film A Bridge Too Far.

Much of the Allies’ mis-steps in the execution of Market-Garden were attributed to poor collaboration and communication.  Are those same challenges afflicting your company’s ability to align sales and marketing?

In many organizations, marketers often feel resentment towards sales reps when they believe good leads are not being followed up on. And sales reps report feeling frustrated by marketers who don’t understand their needs and priorities.

Open and honest communication between an organization’s marketing and sales teams is essential for effective lead generation, nurturing and account based marketing campaigns, and, ultimately, deal capture.

In fact, according to Marketo, when sales and marketing teams are in sync, companies are 67 percent better at closing deals. The foundation of collaboration is open, honest and frequent communication.

With this in mind, we encourage you to join us on Wednesday, February 25 at 11 AM ET for an exclusive online Q&A featuring Kurt Gastrock, Senior Vice President of Enterprise Sales at Neustar (NYSE: NSR) and hosted by Marc Hausman, Founder and CEO of Strategic Communications Group.

Entitled “Confessions of a Sales Leader: What I Expect from Today’s Modern Marketer”, Kurt will take on a number of issues you may find helpful as you plan out your 2015 campaigns.

This informative event is sponsored by VorsightBP, a premier sales training consultancy that helps companies more quickly and effectively fill the top of the sales funnel. For more insight into VorsightBP and their work for companies like yours, check out this insightful article written by VorsightBP co-founder and managing partner, Steve Richard.

Alignment between marketing and sales teams is a foundation of Web2Sales, an emerging segment of the market embraced by companies that seek a more measurable ROI from their investment in lead identification, nurturing and capture.