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TECHNOLOGY: Combining sales and marketing

How B2B marketers and sales professionals can use data to overcome joint challenges

Marketers have always encountered difficulty with sales people. A common complaint is that when things are going well, everyone says that the sales department is brilliant, but when things are going badly everyone complains that marketing is failing to produce the leads. Simon Davis, MD at sales and marketing software provider MarketDeveloper, says, “There is a disconnect between the two functions and to a large extent; it happens simply because marketers are from Venus and salespeople are from Mars. They are different and they work in different ways.”