In many organizations, marketing and sales departments have long existed in organizational silos. While the two might be ‘joined at the hip’ in terms of their mission to attract customers, build market share and boost revenue, they often have little meaningful interaction toward fulfilling that joint mission. They are on speaking terms but often not really communicating or cooperating in a purposeful way. Sometimes fiercely protective of their independence, the separate teams coexist but seldom coordinate.
Is this a love/hate relationship? Call it what you will, it’s a counterproductive dynamic that keeps many organizations from reaching their customer acquisition potential. But the good news is that moving beyond that status quo presents an opportunity for partnership and profit.