Peter Cartier says, “Historically, the two “top guns” of customer engagement have never really seen eye-to-eye thanks to a long time rivalry fueled by their ego and perpetuated by differing metrics. All over the world, sales and marketing teams have inherited various roadblocks that keep them from working well together. Mistrust, miscommunication and different goals continue to pull the teams in separate directions.

And while the two departments have been on a highway to the danger zone since they were created, the past decade has introduced many changes within each position to bring back that loving feeling with respect to promoting your business, getting in front of customers and closing the sale.

The Customer Journey Has Changed Over the Years
Gone are the days of taking leads straight to bed or losing them forever. And you can’t just ask for permission to buzz the tower with a little bit of information and expect to create a long and distinguished list of customers who have everything they need to make a purchasing decision”.
The Need for Leads: Why Marketing is the Perfect Wingman for Sales

The Forrester Blog

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