How does marketing and sales work together?

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Even though the terms sales and marketing are used interchangeably, the respective teams are often far from working together despite various benefits of both working together. Sales and marketing work towards a similar goal of gaining more customers and growing business, but in significantly different ways.

Sales is a direct process where a salesperson communicates with the customer and drives them to make a purchase. It can be a short or long process depending upon the conversation that a salesperson lays out to the customer for carrying out the sales process.

Marketing is a more holistic approach to make customers aware of a brand, product, or service. Generally, marketing does not involve one-to-one dealings with customers.

The frayed relationship between the sales and marketing team ends when marketers generate a lead and salespeople persuade them to convert and make a purchase. The sales and marketing process of the digital era demands increased and improved communication on both teams’ part. Salespeople are able to gain first-hand knowledge about customers, while marketers can provide data on what type of content their target audience responds to.

Let’s discuss how marketing and sales working together can benefit organisations. 

Benefits of sales and marketing working together 

Several companies allow the sales and marketing team to work independently and fail to capitalise on the opportunity and benefits of sales and marketing working together.  

  1. The marketing team is responsible for defining the buyer persona through research, insights from their website and social media accounts, interviews, surveys, and more. The sales team is involved in regular contact with customers. The research is done right in the early stages, the sales and marketing integration can help to identify the better-fit customers from the buyer persona. 
  2. The sales and marketing integration can also help in generating more accurate content for capturing the audience and delivering a seamless buyer experience. 
  3. The marketing team puts significant effort into studying the recent industry trends, their market position, the competitors by analysing their social media accounts, websites, blog posts. The sales and marketing integration allows the sales team to stay informed of the industry developments, recent digital trends, and the competitors brand positioning.  
  4. If brands can figure out how to get sales and marketing to work together, salespeople can more effectively explain to customers why their products are better than their competitors. 
  5. The sales and marketing integration also shortens the sales cycle, improves forecast accuracy, increases conversion rates, reduces acquisition costs, and eventually generates higher revenue. 
  6. A quick response from the sales team can significantly improve their ability to convert leads. Marketing centers around lead nurturing and generating the right leads, while sales focus on higher-quality leads and reducing the lead response time. The sales and marketing integration help the sales and marketing team to agree upon which leads should be given more attention. 
  7. Organisations that have figured out how to get sales and marketing to work together and allow their sales and marketing teams to work together are here to stay in the long run. They can determine the characteristics of their ideal customer profile, which leads are most likely to convert, generate higher revenue, and become a loyal customer base eventually. 
  8. Brands with aligned sales and marketing processes, their strategies tend to revolve around the bigger picture view of the primary goal of acquiring customers and generating revenue, planning and executing campaigns to achieve the said goals.


The benefits of sales and marketing working together outweighs the challenges brands face in generating a return on their investment by combining the objectives of sales and marketing. 

How to get sales and marketing to work together? 

Here are some effective ways to combine sales and marketing to work together: 

  1. How to get sales and marketing to start working together begins with hiring the right candidate who has experience working in both sales and marketing roles. Analyse your recruitment process and include questions that give your potential customers a chance to explain their experience working in both sales and marketing roles. 
  2. Let your sales and marketing teams collaborate on content marketing strategies. Marketers rely on first-hand data from the sales team to create content to be shared online for engaging prospective customers. 
  3. Align the long-term goals of the sales and marketing team. It can increase your chances of generating a higher return on investments.  
  4. Strive to foster a positive relationship among the sales and marketing teams. It goes beyond the general age-old technique of holding regular meetings.  
  5. Publicly praise their teamwork on every closed sales deal. It can encourage them to work closely together to achieve a common goal. 
  6. Pair individuals from the sales and marketing team to allow them an opportunity to learn from each other. 
  7. Create an umbrella team of salespeople and marketers under a unified leadership. You can also include personnel from the customer support department to ensure the quality and frequency of closed deals. 
  8. Embrace diversity and leverage unique individual talents, expertise, and insights, for each project. 
  9. Allow both teams to coordinate on creating a buyer persona and formulating and analysing strategies; which ones are working, which are not and why, and what type of content is preferred by whom. 
  10. Measure and analyse the results of lead generation or email campaigns as a team. It helps to understand whether and how their collaboration impacts your brand in the long run. 


At the core, sales and marketing are separate departments of a company. However, they work towards achieving the same goal of generating more quality leads, converting leads that match the defined buyer persona, and establishing a loyal customer base. Aligning both departments can speed up the sales process for brands.