What happens when separate departments in the same company aren’t working towards the same alignment goals?
Studies show that both will suffer.
This lack of alignment discourages salespeople and, as a consequence, they will ultimately end up sacrificing company profits to meet their own goals, which just won’t do. This HBR article describes three dangers of misaligned sales and marketing goals, and explains why aligning these two departments should be a key priority.
Three Critical Dangers of Misalignment
Here are the three dangers they describe:
- Misaligned goals demotivate.
- Misaligned goals signal unnecessary difficulty.
- Salespeople will find the resources to achieve goals, at a cost.
Read the original article, When Sales and Marketing Aren’t Aligned, Both Suffer, as it appeared in HBR.org.