The Marketing Perspective | Marketing vs. Sales [Endless Customers Podcast S.1. Ep. 36]

About This Episode

“Marketing and sales should be friends. We find that when those teams do work together, there can be huge improvements in so many areas.” says Allison Riggs, IMPACT Head Coach. 

This episode of Endless Customers tackles the stereotype that these two departments often don’t see eye to eye, leading to silos and missed opportunities. Allison joins Alex Winter to discuss how marketers can approach and improve their relationship with sales to help their business grow.

In order to achieve this harmony, she suggests, “There needs to be at least a monthly meeting between sales team leaders and your marketing team leaders.” Regular, structured communication helps ensure everyone is aligned and working towards the same goals.

“Participation isn’t just about attending meetings. It’s about actively engaging and collaborating,” Allison explains. Marketers should encourage sales teams to participate in creating content, sharing insights, and providing feedback. “We’re here to support and help, not to flip everything on its head,” she reassures, stressing the importance of a collaborative mindset.

Allison offers practical advice for marketers looking to help sales understand the marketing side of things by starting with one key salesperson, “Find a champion within the sales team who is open to trying new things. Start there and build that relationship,” she suggests.

The main key is also being sure to share why it’s important: “When they understand the why, the what, the how, it clicks for them,” Allison explains. This understanding fosters buy-in and participation from the sales team.

Connect with Allison

Allison Riggs is a Head Coach at IMPACT. She trains sales, marketing, and leadership teams to embrace a culture of radical transparency within their organizations, empowering them to become the most trusted voice in their space.

Keep Learning

Endless Customers is a podcast produced and distributed by IMPACT, a sales and marketing training organization.

We coach businesses to implement our They Ask, You Answer framework to build trust and fill their pipeline. 

For inquiries about sponsorship opportunities or to be considered as a guest, email [email protected].