Content at the Crossroads

Turning common content into sales assets
May 30, 2013

The House Divided: 7 Reasons People Cite for Why Marketing and Sales are at Each Other’s Throats.

The House Divided

There’s been a lot of talk recently about the division and causes of conflict between sales and marketing teams that lead to roadblocks in the business process. Articles cite a number of reasons why the should-be allies play the blame game and distance themselves further from their collective goal–reasons that need to be understood in order to begin to find solutions that will make a happy, healthy family out of the feuding sales and marketing teams. Below are the top reasons for conflict currently floating around the business world’s collective brain pool.

  1. Sales thinks marketing isn’t giving them actionable leads and marketing thinks sales isn’t following up on qualified leads.

  2. The marketing team doesn’t understand the daily needs of reps and forces sales to adopt too many “processes, programs, or tools” that don’t serve their needs and don’t fit into a larger sales or marketing plan.

  3. Marketing hears that sales reps are reportedly only selling to prospects about 35% of their time and wonders why they are not being more productive with the materials they spend so much time creating.

  4. On the other hand, sales is frustrated because they have to spend a large chunk of their time creating new materials in order to respond to and align with customer interests in the field.

  5. Sales reps then “go rogue,” frustrating marketing by disregarding the time and work they put into creating materials and messaging.

  6. Marketing is unable to maintain brand control over the new presentations and materials that sales creates in the field.

  7. When deals are closed, marketing doesn’t get recognized for its efforts–and sales feels the same.

Fortunately, many companies and blogs offer tips that seek to create harmony between the two teams. Specific pains can be treated with solutions such as using the same tools, feedback from reps, increased communication, up-to-date content, and new content delivery methods, but the problem remains, on the whole, unresolved. This is because treating the pain points between the two with varied and scattered methods can sometimes create an even bigger headache when it comes to organizing and delivering sales content.

We believe firmly in the need to eliminate the gap between sales and marketing, as it’s clear that collaboration between the two teams is key to maintaining an efficient and effective organization.

To learn about how we’re relieving sales and marketing pains, check out our Mobile Readiness Guide

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