OneGTM insights – explore our thought papers, opinion pieces and articles for insights into the world of go-to-market strategy and execution.

30 July 2014

Sales and marketing: best of enemies or sworn friends?

The relationship between sales and marketing departments in B2B organisations is often perceived as a fraught one. Although in theory all parties are working with a common purpose – i.e. to generate more customers and increased revenues for the organisation – the relationship between sales and marketing can sometimes feel as if it’s marked more by suspicion, misunderstanding, and less-than-subtle attempts to shift blame, rather than a genuinely collaborative approach to winning business.

To help understand in more detail the dynamics of the sales and marketing relationship, OneGTM commissioned research into the perceptions and attitudes of individuals working in sales or marketing roles within B2B organisations.