3 min readMove Past The Tension and get Sales & Marketing to Work Together


Friendly banter between the Marketing and Sales teams keeps the office ticking over, it’s a workplace way of life. In some ways it probably benefits the organisation by boosting competition and ensuring that staff work a little more productively to prove a point. The real problem arises when the issue goes beyond playful ribbing and leads to genuine tension and distrust in your office place.

Competition is good, but connectivity is better, you don’t want it to reach a point where the office isn’t working at its most efficient. How can you move beyond this tension before it sets in?

Realignment of the departments within your organisation is made all the more easy by efficient CRM usage. This is due to the added insight a CRM can offer about your organisation and its different departments. It seems a little weird to say that a CRM can make a positive contribution to office empathy but it really can. It does so by showing your sales team where leads have come from, for example.

Put them on the same boat

Most competent CRM systems can track the source of a lead, letting you know exactly which marketing campaign brought the lead in. Another way of looking at it is to see how many leads a single campaign has actually brought in. This should hopefully warm you towards the marketing team, knowing that their work is actually contributing towards the company bottom line.

A CRM should also act as a platform to bring both departments together. In recent years the line between Marketing and Sales has blurred, Marketing is slowly encroaching on Sales’ territory. That is to say, Marketing follow the leads much deeper into the funnel, yet the conversation between the two departments hasn’t become more involved to balance this out.

The lead scoring system embedded within most CRMs is a way to help both departments communicate. Lead scoring straddles the grey area between Marketing and Sales. It requires both departments to get involved and construct a matrix on their CRM that appeases both of them.

If your sales reps complain about poor quality leads being passed on to them, then communicate with Marketing and ensure that the lead scoring is sufficiently refined to suit your team’s requirements. Lead scoring is an excellent way connecting both departments, but more importantly it’s a great way of increasing your sales figures and improving your profit margins.

Is it worth the hassle?

Working together makes both departments improve and helps more sales pass through the funnel. You’re all working towards a common goal albeit in your own way, but you do use the same information. Both departments should be updating company lead details as you go on. Any information gleaned from Sales can help flesh out marketing campaigns and vice versa, any details identified by Marketing can make pitching far easier for Sales.

Once again it’s about connectivity, not competition. Competition can be beneficial in small amounts but once it gets out of hand, it can cause a vicious circle. Marketing are bored of the constant vexing and work less hard to produce competent leads, Sales continue to be unimpressed and voice their grievances more loudly. Don’t let that happen, move beyond office tension towards office unity.