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Bridging the Gap Between Marketing and Sales

By Jennifer Brenner Andrade

Communication is difficult. Even under the best of circumstances misunderstandings occur, different perspectives emerge. Effective communication requires a unity of purpose and a continuum of communication that allows for a shared vision to be remembered, reviewed and repeatedly upheld as the common goal. But that is easier “said than done,” particularly between sales and marketing teams. Often there is a gap in communication that leads to wasted work hours, unused leads and lost sales. What is needed is a metaphorical bridge between the two–a common ground where marketing and sales professionals can communicate their needs, priorities and experiences.

A traditional bridge, however, one that allows only two sides would be hardly revolutionary. Today’s international, fast-paced, electronic marketplace calls for a bridge with an infinite number of entrances and exits, a bridge that connects sales and marketing professionals with each other and with the intelligence and promotional resources of the Internet. Indeed, many companies have already found some relief in this quagmire of sales/marketing communication by using CRM systems to consolidate customer information. Certainly, any confluence of information improves communication in general. However, there are a group of businesses setting their sights on improving communication specifics by coordinating the flow of information and documents between marketing and sales, which in turn allows for an ongoing dialogue between these important teams.