Imagine a relay race where the runner covers her eyes and tosses the baton to the person running the anchor leg, instead of coming along side, stride for stride and making a clean hand-off. The result would be disastrous.
Yet, that’s exactly what’s happening in most companies’ marketing, sales enablement and training departments today. A recent Corporate Visions survey found that only 10 percent of companies are completely coordinated in these efforts, despite the fact that 40 percent of respondents believe optimal sales and marketing alignment contributes to stronger lead conversion rates. Like a bad hand-off in relay racing, this lack of coordination has major consequences.