HOW TO: Align sales and marketing

Following the CIM report at the end of the 2011, everyone has started talking about the business benefits of sales and marketing taking a more joined up approach. In theory it sounds obvious that departments should work closely within an organization, to achieve a common goal. However, one of the biggest challenges faced by organizations is that marketing concepts are based on the ideas of the 'rational customer,' while sales have first-hand experience of the 'irrational customer.' This can make aligning the disciplines a difficult task.