HOW TO: Get sales and marketing walking hand-in-hand

It’s well known both parties benefit if sales and marketing work together. Clare Lawson, managing partner at OgilvyOne, offers six tips on making it happen

If we had a pound for every time a marketing director has asked how to integrate their sales and marketing functions, we would, at last count, have £274. The findings from our recent B2B Marketing Leaders Survey suggest the solution to this thorny issue is still not an easy one to find. Ninety per cent of marketers surveyed suggested it was a general concern or in their top three issues. With marketing budgets tight and sales targets high, the question is how can you integrate these two key business functions to prove they really are better together. Like it or not, it is down to you to make them walk hand-in-hand.