It used to be that marketing and sales were two separate creatures.
In one corner, marketing focused on building brand awareness among target audiences. In another corner, sales was about driving leads and deals. Like church and state, the two worlds rarely converged.
For startups, however, this model can’t be embraced because, frankly, it doesn’t work. When you’re operating with limited or modest resources, having marketing and sales operate independently with their own distinct mandates is a recipe for disaster.
Instead, marketing and sales need to be mashed together or, at least, structured to be cohesive and coordinated groups that support and nurture each other. In many respects, marketers need to be salespeople, while salespeople have to be marketers.
Click here to read the full post on Mark’s blog.