I wonder why it often seems that sales and marketing work in separate silos, and measure a disparate set of metrics (which appear to be aligned at surface level) – never before has it been more important for these two departments to align and (really) work together – it is not practical for each to work to an exclusive success measure. There is only one measure of success – profitable growth.
Yet despite what seems an obvious statement, there is still conflict rather than coordination at all levels and much finger pointing for the general lack of sales results. Sales claiming that there are not enough good quality sales leads arriving at their desks and marketing claiming that there are loads of leads and sales are unable to sell them. If this carries on unchecked then it’s clear that the disharmony will drive down business rather than develop it.
The answer should lie in alignment – aims, metrics, pay etc. Why would you have two such critical departments of the business working at any lesser level of congruence I wonder?