Why is there a large gap, a seemingly unfillable chasm, between sales and marketing?
Does it stem from different goals (or the perception thereof)?
- Marketing’s view on Sales’ objective: They just want to earn a commission, and could care less about anything else.
- Sales’ view on Marketing’s objective: They just want to make things look good, and could care less if it drives sales.
Bridging the gap means having the same objectives – real and perceived.
It starts with larger corporate objectives that individual team goals align with.
Sales and Marketing must explicitly understand how their goals help the overall company, and how they support the goals of other teams.
Sounds simple, right?
Way too often, in companies large and small, this isn’t happening.
Now is the time to develop your 2017 goals.
Corporate strategies must first be developed by executive management. Then team goals can be created to support the larger strategy.
Throughout the year, transparency via regular reporting will give improved visibility into how all teams’ goals support one another – thus bridging the gap.