In many businesses, sales and marketing teams work independently despite focusing on the same customers and prospects. This can lead to duplication of effort and the risk of inconsistent communications. To overcome this problem, executives try to integrate sales and marketing operations by sharing data and insights and developing joint campaigns.
When it works, sales and marketing integration can provide greater insight into customer behavior, improve campaign performance, strengthen the company’s brand, and increase revenue and profit. It also improves the productivity of sales and marketing teams.