Senior managers usually describe the working relationship between Sales and Marketing as unsatisfactory. The two features, they say, undercommunicate, underperform, and overcomplain. Not every company will want to—or should—upgrade from outlined to aligned relationships or from aligned to integrated relationships. But each company can and may enhance the connection between Sales and Marketing. Carefully deliberate enhancements will convey salespeople’s intimate information of your clients into the company’s core.
