Internet Marketing Digital_marketing_for_dummies | Page 354

Not Aligning Marketing Goals with Sales
Goals
If you own or work for an organization with a sales and marketing department, you know
that these two teams don’t always see eye to eye. Marketing and sales fight with one
another because they have different goals. Marketing thinks it’s all about “awareness,”
whereas sales just cares about … well, sales. Marketing gets annoyed at sales for
overpromising and under delivering, and sales gets annoyed at marketing because the
leads aren’t “sales ready” and there aren’t enough of them.
The key to fixing this situation is to get marketing and sales on the same page. Literally.
Both departments need to understand that they serve different positions on the same team,
and the goal isn’t awareness, or sales, but rather happy, successful customers. To achieve
this goal, marketing must generate awareness and leads, and sales must close those leads,
but if the customer experience isn’t amazing, everyone has failed.