Every company which has marketing and sales departments has at some point, witnessed the famous - sales and marketing fight and blame game - more commonly known as the sales and marketing mis-alignment. In a B2B set up these differences are more glaring as compared to a B2C company.In most B2B companies, the primary objective of marketing is to generate quality business Leads and of sales to convert these into closed deals. Both these departments are also measured based on the number of Leads generated and the number of sales closed, respectively.
In reality the role of marketing in a B2B company is relationship building and that of sales to use this relationship and help the prospect make a rational buying decision based on business value offered by the company's solutions.
Irrespective of how companies want to position their marketing and sales objectives the truth is marketing and sales are two sides of the same coin.
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