Sales focus on one‐to‐one interaction with a great opportunity to deeply understand customer needs. This emphasises skills in interpersonal communication, shorter-term impact, drive and negotiation.
Marketing focuses on influencing wider audiences with various interests and interest levels. This emphasises skills in behaviour analysis, activating larger groups and
Usual signs of misaligned marketing and sales:
- No clear and agreed‐upon qualifications for a good sales lead
- No common way of working on building the buyer journey from contact to repeating customer
- No agreed‐upon criteria for good performance in sales and marketing