Sales and marketing, in practice, can seem like they’re at odds, with different goals and priorities. In the past, the differences were manageable because these two groups didn’t overlap very much.
As boundaries between different functions evolve and merge through technology integration, marketing’s role can be expanded to:
- Identify digital marketing elements that can be part of the sales discussion
- Brainstorm specific marketing programs that can aid sales negotiations
- Integrate sales and marketing tools through account-based marketing