From the course: Aligning Sales and Marketing
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Aligned relationship
- Have you ever heard the statement, stay in your lane? Look, I get it. Staying in your lane prevents wrecks. But it can also create them. When we take the time to define the sales and marketing relationship, we can quickly see there's a need for overlap just as much as there's a need for defined lanes. Once your team has a defined relationship, it's time to take the next steps toward being aligned. Step one. Your lanes need to be flexible. Fully aligned sales and marketing teams know their defined lanes, or roles and responsibilities. But because common understandings exist, your teams can now be flexible. This is important because successfully aligned sales and marketing teams do more than coexist. They help each other grow. Aligned sales and marketing teams are much more open to sharing information, responsibilities, the wins and the losses. Step two. Sales and marketing teams should speak the same language.…
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