He’s Just Not That Into You; Improving the Relationship Between Marketing and Sales

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Inspiration hits you at the oddest moments. Our marketing team recently decided to submit for an award. The award recognizes marketing teams that have worked to strengthen the relationship between sales and marketing. For those that have worked in either, or in my case, both departments, you know that there often exists animosity. Sales feels like marketing doesn’t do enough to support them and marketing feels like sales is lazy and doesn’t follow up on hard earned leads. Of course, neither is often the case and usually poor communication is the root of the problem. Surprise. You start to think “he’s just not that into me”. No matter what I try the relationship won’t move forward.

Because of the amazing technology used at our company (Ahem, Eloqua and MSCRM) we’ve been very fortunate to have awesome tools in place that have dramatically enhanced communication between teams. We’ve worked to support sales in every way possible and have provided them resources that allow for sales’ independence and knowledge. Our sales teams rock and I’m glad to know we’re apart of that.

As I was driving home from a week long conference I began to think about how we could communicate the BFF relationship. Walking through the door I was bombarded with stories about the week. Most of these stories centered on the friendships my kids have at school. Quickly I grabbed my camera and interviewed my 4-year old about what makes a best friend. As I guessed, sharing, playing, providing a purpose, and making someone feel important were all key relationship building blocks. As you’ll hear at the end of the video, I am just a grown-up so friendships are harder to come by, but “if he’s just not that into me” I think I better understand how to win him over.


Marketing and Sales BFF


Marilyn Cox

Marilyn Cox is the Director of Marketing for Second City Works - the B2B division of the famed Second City.

You know the buzzwords; inbound, outbound, content, demand gen, lead gen, martech, social media, account-based, advocacy, customer success, sales enablement, and analytics.She studies it, plans it, executes it, experiments with it, and loves it.

Through discovery, creation, and innovation she's learned to say "Yes, And".Like business, her career is one big improvisational act.

She leads all aspects of the brand and culture, developing and executing a clearly defined, integrated marketing communications strategy.Marilyn is responsible for planning, organizing, staffing, training, and managing all marketing functions to achieve objectives of growth, awareness, customer success and making work better.

Marilyn exists to empower sales and support the customer. When not geeking out over marketing analytics, she can be found daydreaming about her unrealized dream as a professional wrestler with the WWE.

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