The Massive Disconnect Between Sales and Marketing
After cutbacks and lingering remnants of The Great Recession hampered marketing budgets in the recent year, wallets are expected to open in the coming year.
This isn’t unilaterally good news, however. The problem is that many companies aren’t positioned to capitalize on the increased marketing output because they don’t have sales teams to supplement them.
Furthermore, many of the sales teams are operating with a high level of wasted leads, and potentially mismanaging the increased stream of sales. As a result, there is a lot of waste being created by sales teams ill-prepared to handle their new workloads. For this reason, companies should first make sure there isn’t such a gap between sales and marketing.
And if that doesn’t work, they should reroute funding to sales until they can catch up to the marketing.