SALES & MARKETING ALIGNMENT


Can AI Create the Perfect Partnership between Marketing and Sales?


RASHMI VITTAL


The critical relationship between marketing and sales may not always be the smoothest. After all, as in the classic Glengarry Glen Ross, sales always wants more and better leads – and marketing is always trying to optimize how to deliver them.


But what is certainly true is that the sales and marketing partnership is one of the most important relationships for driving corporate success. A lack of alignment between sales and marketing can result in


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missed opportunities and decreased revenue. But there’s good news: Solutions based on AI technology are making these relationships healthier and more effective.


EVERYONE AGREES: THIS PARTNERSHIP IS IMPORTANT A recent Conversica survey of more than 100 sales and marketing professionals across the country revealed that the vast majority – 87 percent of sales and 93 percent of marketing professionals – said their relationship is “very important.” When describing their relationship,


38 percent of marketing team members and 27 percent of sales team members said they feel they have achieved a perfect synergy. And almost half of marketing and more than one-third of salespeople say they view the other as “comrades in arms.”


AARISHAM / SHUTTERSTOCK.COM


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