Like a finely-tuned relay team, marketing and sales need to seamlessly pass the baton for companies to win and drive revenue. While each team has distinct roles to play, it's the continuous back-and-forth that propels true success.

Distinct Roles:

• Marketing owns the top-of-funnel activities - building awareness, generating leads, nurturing prospects

• Sales takes those warm leads and uses their product expertise to develop relationships, overcome objections, and close deals

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The Back-and-Forth is Key to Success:

Just when you think it's a linear handoff, sales must circle insights back to marketing. Those frontline conversations illuminate gaps, objections and hurdles that marketing can proactively address.

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It's a continuous cycle…

Marketing → Sales → Back to Marketing → Back to Sales

…and the teams should work together as part of a cohesive system, working together is a coordinated manner.

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This collaborative back-and-forth allows for:

• Sharpening strategies based on real-world learnings

• Optimizing content and campaigns with prospect and client insights

• Aligning on shared goals and adjusting based on results

that sales and marketing should work together as part of one large system - emphasizing the importance of a cohesive system where the roles work back and forth with each other in a coordinated manner.

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The main blocker? Often, it's ambiguity around each team's roles and responsibilities.  Clearly defining these, plus cementing processes for knowledge-sharing is crucial for ongoing collaboration and success.

• Clarify areas of ownership and joint accountabilities

• Map out lead handoffs and feedback loops

• Implement tools for efficient, cross-functional communication

• Leverage technology and marketing automation

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When sales informs marketing and vice versa, your teams operate like a seamless relay - consistently passing the baton without skipping a beat. Strategies stay optimized, and nothing falls through the cracks.

Feeling like your teams need a coaching session on this back-and-forth? We'll help you structure roles, responsibilities, and tight feedback loops for optimal performance.

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