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Best Practice Briefings

How sales and brand marketing can collaborate to drive business success

Hosted by Propolis Expert Darren Coleman

Long gone are the days of sales vs. brand. If you really want to thrive in today’s climate, you need to get your teams working together.

Geopolitical instability, inflation, rising interest rates, and supply chain issues are just a few of the challenges businesses face.

Given this context, it’s more important than ever for businesses to make the most of managing what they can control. One area that is frequently overlooked, even neglected, is the relationship between sales and brand marketing teams.

Sales and brands have a lot to gain from being friends, not foes. But both functions don’t always see the world that way for a whole host of reasons that will be explored during this Best Practice Briefing.

When sales and brand collaborate they can:

  • Create a more comprehensive understanding of their target audience.
  • Develop engaging, on-brand messaging.
  • Provide sales with the resources and tools they need to succeed.
  • Track performance metrics that help to measure and improve results.
  • Bring down historical barriers that may have been built over the years.


This Best Practice Briefing will help you appreciate how sales and brand marketing can collaborate to realize these benefits and so drive business success.


This is one of eight virtual Best Practice Briefings produced every quarter by the Propolis Experts, each designed to build on team skill sets or address a common challenge through key practical guidance. The full set of Best Practice Briefings is available exclusively to Propolis members.

Darren Coleman

Brand Expert, Propolis

Darren Coleman is the Brand Expert for Propolis, the global community for B2B marketing leaders.

Darren specialises in helping brands drive growth and retain relevance through brand experiences and have been doing this for 25+ years across Europe, the Middle East and Asia Pacific. Johnson & Johnson, Faurecia, Dubai Properties, Abbot, FUJIFILM, Nikon and Orange are some of the brands he has helped.

Darren is one of seven Experts on hand for Propolis members to access at any time offering impartial, trusted advice that is tailored to their specific business needs.

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