Although many professionals today work remotely, sales and marketing misalignment is still common even among coworkers who share the same office. The two teams frequently work on different platforms, have unique goals and KPIs, and produce separate data sets.
Sales and marketing organizations make important investments in understanding their customers, but there is little information sharing between these divisions. Researching customer needs and looking for opportunities are more of what marketing focuses on. Sales teams are on the front lines, where they can observe the unique needs of every customer. Sales and marketing can create a more accurate buyer profile and a single source of data about contacts, leads, and customers to inform every interaction when they align their organizations with a data-sharing system that is integrated. Thinking like a customer is one of the hardest things for businesses to do. Processes are also aligned when sales and marketing work together.