Common challenges teams face when they are not aligned

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When the relationship between marketing and sales is not at its best, challenges often arise that can affect not only the teams, but also the business as a whole.

Without communication , marketing teams may not have a clear understanding of what the sales team is hearing from potential customers. This can impact the messaging that marketing uses when promoting the company's core product.

Furthermore, when there is a gap between Marketing and Sales and both teams have misaligned objectives, each may feel that their goals are unattainable and, consequently, become demotivated.

Another challenge often faced when this lack of alignment occurs is that no team is held accountable for specific goals .

Looking back at the beginning of my career, I rarely saw a marketing team take responsibility when the sales team complained about lead quality.

Instead, it was common to blame salespeople, saying they were not managing the lead list effectively.


How content bridges the gap between Marketing switzerland phone number list and Sales and aligns teams
Sales enablement strategies became more common in 1999. At that time, a brand manager at Miller Brewing Company noticed several flaws in the company's sales operations and brand messaging.

Today, most organizations focus on optimizing the sales process using content, software , and collaboration tools .

More specifically, writing content for your ideal customer profile is an essential part of sales enablement .

These are the materials that are generally most useful to a sales team:

success stories;
informative blog posts;
customer testimonials;
interactive content (calculators, solution finders, etc.);
email marketing campaigns.