Why Is There a Gap Between Marketing and Sales?

For many businesses, the "gap" between their marketing and sales departments might as well be the Grand Canyon. Marketing and sales aren't on the same page. They live in "siloed" spaces — and they don't even like each other! If you're facing such a challenge within your organization, then you're far from alone.

The question is: Why is there a gap between these two departments? Ultimately, their goal is the same: to win customers and close sales. Yet, they often seem to be at odds with one another.

Let's dig a little deeper, and see if we can discover some reasons why the gap exists.

Discrepancies in Time and Space

While there could be several reasons why your marketing and sales teams aren't in alignment, two of the most common ones have to do with what we'll call "discrepancies in time and space." Here's what we mean by that:

1. Time

Sales reps often view time very differently from marketers. For them, speedy results are critical. They have quotas to meet, deals to close, and precious little time to do it!

In contrast, marketers often take a more long-range view of the buyer's journey. They're interested in deploying tactics that may not have immediate results, but will have a cumulative effect on their target audience. 

2. Space

The sales and marketing teams occupy very different spaces — literally and metaphorically. They often come under the oversight of different managers, have different goals, and interact with customers in two completely different ways.

For instance, sales reps spend a lot of their time working with prospects that are in the later stages of the sales funnel. On the other hand, marketers may spend more time interacting with existing customers as part of focus groups.

When you combine these two factors, it's easy to see why a gap could exist between marketing and sales. Traditionally, they live on different (and sometimes competing) schedules, and see the consumer base from vastly different perspectives.

Listen to Gretchen Lehman of The Carruthers Group and I discuss this topic in this video clip. 

How to Bridge the Gap

Of course, knowing why the gap exists isn't going to change things in and of itself. The question is: How can you bridge that gap, and successfully integrate marketing and sales? Here are three basic tips that can help:

• Generate awareness. Sometimes the best way to start closing the gap between your two departments is to simply get them talking (to you and to one another). For example, you should determine how they view their respective roles within the buyer's journey, and within each stage of the sales funnel. Are there areas of overlap? Is there confusion as to when MQLs become SQLs? Exploring the answers to these and related questions may be a great starting point for building your "bridge."
• Establish alignment. This will likely take some time to do, but it's vital that you clearly define the roles that each team should play in the context of the overall buyer's journey. You'll need to work with both teams to hammer out the details. But the important thing is that each department has clarity about which responsibilities belong to them, and which ones belong to their counterparts. 
• Promote communication. Even after both departments are aligned, you'll want to keep the lines of communication open between them. Look for ways to foster collaboration. Marketers can continue to gain valuable insights from sales on common customer pain points and concerns. Sales reps can allow marketing to coach them on how best to stay "on message" in their interactions with qualified leads, and thus contribute to a consistent customer experience across the board.

True, bridging the gap between marketing and sales may be easier said than done. However, with some time, forethought, and patience, you'll be able to successfully do so, and align the strengths of both teams toward sustainable growth.

If you'd like more insights on how you can improve your sales leadership, contact us. Or sign up for our newsletter for more valuable resources.

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