Every growing business out there wants to grow their customer base and increase revenue, right? So then why is it that sales and marketing, the two key functions driving customer and revenue growth, are constantly in battle with each other? These teams are structured and measured differently, and each end up with slightly competing objectives: like when marketing is measured on new lead volumes, sales on revenue. Build one, unified Revenue department where sales and marketing are functions within one team. Avoid the mistake of marketing working independently from sales.
