The primary objective of sales and marketing teams in any company is to increase revenue and build customer engagement. Yet in practice, there is a hindrance to sustainable growth due to misalignment between these teams, but the question is, why does this misalignment take place?
When both teams work in silos, their distinct behaviors, functions, activities, and strategies give rise to misalignment. Research shows that deals turn out to be better when sellers guide buyers through the purchasing process, but the alarming part is that three out of every four buyers want a rep-free experience. Why is that so? It is because the buyers receive inconsistent messages from the company, such as marketing messages through websites and other digital channels, say one thing, but the sellers say something different. This makes the buyer question the credibility of the company and reduces the revenue.
This is where alignment between cross-functional teams is necessary, so that the buyer receives the same message across all modes of communication, as well as from the sellerās side.
