The relationship between Sales and Marketing at B2B companies is too often precarious and subject to change day by day.
The problem is that Marketing and Sales play by different sets of rules. Sales are quota and bottom-line driven, where success can be easily measured through the number of closed deals. In Marketing, nebulous terms like ‘impressions’ and ‘website traffic’ are too often used to benchmark results. All too often, Marketing thinks it is exceeding its lead generation goals while at the same Sales is wondering why they aren’t getting enough good leads.