Sales and Marketing departments should work together hand-in-glove, yet evidence suggests this is not the case. A recent SugarCRM survey implies that just one third (33%) of sales & marketing leaders feel their teams are well aligned with each other.
Both departments have the same goal of driving sales and revenue from new and existing customers, so constant collaboration and keeping in sync should be a daily occurrence. So, why do sales and marketing teams struggle so much to align properly? And does it really matter?