In all-too-many B2B companies, sales representatives say that, one, marketing doesn't provide enough leads. Or, two, that the leads marketing provides are, well, not worth an (expletive deleted). Or some combination of one and two. And all too often, normal rivalry degenerates into an us-vs.-them competition that can only be destructive.

We believe that the future belongs to B2B marketers who find new ways to close the gap between marketing and sales, forging an alliance that furthers everyone's interests: agreeing on common messages and platforms, sharing useful market, sales, and customer data, planning coordinated assaults on key targets (market segments or even customers), and learning from their joint efforts, applying those insights to the next campaigns.

• Admit that all marketing leads aren't necessarily ready to buy
• Involve sales representatives in all key initiatives, and create an environment for open, honest communication
• Work with sales management to establish lead qualification criteria
• Meet regularly with all sales people to “sell” your program and solicit feedback
• Provide support materials for all key programs: leave-behinds, PowerPoint presentations, mailers, etc.
• Consider featuring sales as the “originator” of your program message (e.g., the sender of e-mail)
• Don't ever make a commitment for sales without first enlisting support

The good news is that the new technologies available through the web can help make the information-sharing process much easier. Sales can be kept informed of marketing plans. Materials can be posted for downloading. Customized printed materials can be created online. And results tracking and evaluation can be streamlined and happen in real time.

Godfrey has extensive experience in working with our clients' sales organizations, and forging cooperative programs that help bridge the gap between marketing and sales.