Most companies have a serious problem: Sales hates marketing, and marketing despises sales. Marketing is having great success generating leads and uncovering opportunity. But sales has no respect for what marketing accomplishes. They take leads grudgingly and when the leads turn into real opportunities they claim those opportunities were already on their radar.

There seems to be an unbridgeable gulf between these teams—they have separate goals, separate cultures, and different fears and motivations.

Sales folks make quota or they are gone. They spend their day dealing with rejection and sweating their numbers. Marketing people never feel this constant pressure. When they skip in with a fistful of prospects and say, "I've just made your job easy—go sell to all these hot leads," the sales force wants to kill them.

On the other hand, sales has no detectable foresight. They undercut marketing even when they are getting leads that will make their quota next quarter or next year. Marketing initiates marketing conversations that turn to sales conversations, and when they do, sales gives them NO credit—no matter how overwhelming the accountability evidence might be. Sales cares only about what is happening this quarter and what marketing did for sales today. But marketing has to look further into the future.

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