Sales and Marketing: the power couple your business needs
- Jackie Connor
- Sep 10
- 3 min read
When these two finally get on the same page, campaigns sing, ROI soars and customers feel the love.
In any rock-solid relationship, effective communication is a cornerstone of success, setting the foundation for building a framework of trust and transparency. In 2024, global marketing spend reached nearly $985 billion, with top trends including paid media, marketing technology and automation adoption rates. When combined with a powerhouse sales team, a company’s revenue has the potential to skyrocket. And we love to daydream about perfect relationships, right?
But ask yourself: do your marketing and sales teams or efforts align? Do they talk to one another?
If you answered “yes,” then your company’s revenue has nowhere to go but up. Though separate functions, sales and marketing are both powerful teams that can drive real revenue. Each is always working to meet a customer’s needs, but consider why they should meet in the middle. After all, (internal and external) relationships take work.
Here are five reasons why sales and marketing need to talk:
Brand and messaging consistency: Consistency is key and when one team veers off the beaten path of brand and messaging, marketing and sales messages can start to sound like a chorus of flat notes. Unified messaging helps ensure that the brand voice, value propositions and clear benefits of your product or service are clearly communicated across all touchpoints—from ads to sales calls.
Higher quality lead and conversion rates: When marketing understands what sales would consider a qualified lead, messaging across all mediums is streamlined. As a result, conversion rates improve.
Detailed customer insights: Your sales team is going to have one of the closest relationships with your customers, so think of this team as a wealth of customer knowledge. They will most likely understand customer pain points and preferences, and remember: sharing is caring.
Improved return on investment (ROI) on campaigns: When sales and marketing collaborate on campaign planning and execution, they can track performance more effectively. This helps optimize budgets and reduce wasted time and money, which can result in an increase in ROI.
Faster revenue growth: The synergy between marketing and sales leads to faster deal closures, higher customer retention and increased revenue. When these teams work well together, it’s like music to everyone’s ears, most importantly, your customers.
Want these two teams to align? The real music is made when both teams sync on shared goals, keep an open feedback loop, (like setting up regular meetings, shared documents), and build content together that speaks to real customer pain points. This kind of teamwork not only improves campaign performance but also drives better ROI and faster wins. It doesn’t hurt to have a little fun and create positive bonding experiences that open the door for more communication between the teams.
Don’t miss out on diving deeper into this topic during our upcoming ONE 2025 event with Janet Schijns, CEO and co-founder of JS Group, a go-to-market consultancy. She will unpack what go-to-market success looks like and the importance of identifying the ideal customer.
Jackie Connor is a writer with more than 15 years of experience contributing to news publications and marketing teams. Since joining Ingram Micro in 2022, she covers financial solutions and marketing. When she’s not behind a computer, she can be found surfing waves and shaking fins with sea critters in the Pacific Ocean.