Before we dig in to how sales and Marketing should work together to improve performance let's first look at how these two bedfellows came together. Marketing is rooted in advertising. Billboards and direct mail were major marketing tactic for years… and they worked, but no one knows exactly how well… because it is almost impossible to track the impact.

And sales is a person who reaches out to you out of the blue, who knows nothing about your business needs or what you are interested in but tries to sell you a product. These sales tactics may not lead to a great experience for the buyer – but sales has always has the ability to track every dollar they generate for their company.

However, todays marketing is different. It should be completely trackable, it should be digital, it should work.