How to resolve the conflict between your Sales and Marketing Teams

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Published Date: April 1, 2023

How to resolve the conflict between your Sales and Marketing Teams

How to resolve the conflict between your Sales and Marketing Teams

Why do sales and marketing teams clash?

Since salespeople and marketers are a competitive, ambitious group, personality conflicts may occasionally be inevitable. Although a little bit of tension and friendly competition can be great motivators, if relationships and behavior start to degrade to the point where they become toxic to the team and have an influence on the welfare and productivity of the employees, it needs to be addressed. 

To jointly produce value for the business and its clients, the two functions understood that it wasn’t enough to merely coexist. You’d think that teams in charge of marketing and sales, whose tasks are closely related, would have discovered an identical issue. However, they often serve different purposes inside a corporation, and, even when they coordinate, they don’t always get along. Marketing bears the sales team accountable for the poor implementation of an otherwise flawless rollout plan when sales are unimpressive.

The sales team counters that Marketing sets prices too high and consumes too much of the revenue, saying that money would be better spent on recruiting more salespeople or increasing compensation for existing salespeople. More generally, sales teams often assume that marketers are out of touch with what customers are thinking.

The sales force, in the viewpoint of marketing, is narrow because it is overly obsessed with the experiences of particular customers and is clueless about the future. In other words, both groups commonly underestimate one another’s contributions. The performance of the company is harmed by the shortage of alignment.

How to resolve the conflict between your Sales and Marketing Teams?

Both groups collapse and the company suffers as a result of their lack of collaboration. On the other hand, there is no doubt that when Sales and Marketing work effectively together, businesses experience substantial improvements in key performance indicators, including shorter product life cycles, cheaper market entry costs, and lower sales costs.

One of the most uncomfortable components of a leader’s job might be handling conflicts and having difficult conversations. The good news is that most of these disagreements can be settled amicably or even averted altogether with effective communication. 

Strategies that are effective at convincing both departments to work cohesively and amicably.

Establish the functions of each department in your organization.

Role conflict is one of the main reasons why sales and marketing teams fight. You must specify duties and make sure that each department is aware of its responsibility if you want to avoid this problem.

Summarize the goals for each role. Choose which key performance indicators (KPIs) will be measured and who will be held accountable for what by each team member. Even team members can receive cross-training to assist them to have a deeper understanding of what the “other side” accomplishes.

Each team member should be knowledgeable of who is responsible for what, to whom they need to report, what their duties are, and how success will be assessed. Redundancies and team members throwing out the ball and declaring “That isn’t my responsibility” will be eliminated as a consequence.

List the advantages of both sides working together.

Your sales and marketing teams may sometimes view situations through the filter of competition. They repost the members of their team due to their desire to keep their budget share. People may not even recognize the advantages of collaboration.

You then must clarify the value of collaboration. You need to be aware of how time is being utilized and whether your budget is being effectively used as the boss. Then you can explain to both parties the significance of working together to minimize friction, lose time, and lose money.

Furthermore, collaboration enables both groups to collaborate to give your current and prospective clients superior service. 

Have a consistent sales and marketing plan

Your sales and marketing teams shouldn’t operate autonomously from each other. They make up small pairs of one whole. Your sales team won’t have leads without marketing. Your marketing team won’t be able to develop your efforts without feedback from the sales team. As a result, both aspects of your business growth strategy are essential.

Your plan can be as follows when explaining this to both teams:

  • According to current sales data, the marketing team designs the marketing strategy.
  •  With marketing efforts, the marketing team generates leads.
  •  The marketing team receives leads.
  • The sales group delivers the marketing team with lead insightful comments.
  • The sales team closes deals and new clients. 
  • The team creates revenue that is directed toward upcoming marketing initiatives.
  • The marketing staff modifies marketing strategies based on feedback and current sales data.

Each team is essential to this process in a certain way. Your entire business growth strategy is more productive and competitive when both are incorporated. 

Strengthen sales and marketing communication

Although corporate miscommunication is nothing new, it may be fixed with particular planning and resources.First, by defining the roles at the outset, users will have a greater understanding of who to contact if they need support with a specific problem. Guarantee that it is easy to get in contact with them.

Second, you can keep departments interacting by using team collaboration tools. They have many options, including real-time chat, a delegation of duties, sharing of resources, and much more. 

Establish a unified knowledge and understanding to exchange resources

A knowledge base is a consolidated platform for assembling, transmitting, and managing resources. Developing one for your B2B company makes it so much simpler for teams to communicate content and information across departments.

Online, there are a huge amount of software and knowledge base possibilities. They may be employed to let team members add crucial documents such as client files, marketing materials, analytics reports, etc., or to receive instant pre-existing documents. Everyone is going to have access to what they need when they need it owing to this. 

Take the initiative to resolve workplace disputes.

Stop letting conflicts grow. React as soon as you start to observe stress building. When someone makes a vulgar remark or sends a passive-aggressive email, you have the potential to inquire, “What isn’t working? Instead of waiting for things to blow up, how can this be fixed?

As the person in charge, you get the authority to ease stress as soon as you start to experience it. Before someone starts calling people names or smashing staplers, you may make things clearer, provide alternatives, and support your teams in finding solutions. Once again, meetings including both teams are crucial to a successful collaboration. Your business will operate so easily if you can stay on the same page. 

Support the use of cross-departmental problem-solving

There are situations where an interdepartmental strategy is necessary. Your sales team could want better leads, so the marketing team should work on providing those. The sales team may be able to provide your marketing team with statistics on how well their marketing strategies are functioning.

Take advantage of meeting time to promote inter-departmental problem-solving. Provide time so that the two sides can collaborate to tackle their challenges. What they come up with might pleasantly surprise you. Another terrific suggestion is to schedule informal gatherings, including coffee dates, after-work drinks, and so on. This can make it easier for your staff to engage at work by allowing them to get to know one another. 

Give rewards for teamwork

Establish collective objectives, and then recognize everyone when they reach them. Your sales and marketing teams will be less likely to compete among themselves once they realize that working together will yield tremendous benefits.

It doesn’t have to be a war scenario. Both rewards from senior management and commissions on higher revenues might emerge from teamwork. 


Alleviate the most typical problems that sales and marketing teams run across by using the above tactics. When your teams don’t interact clearly and effectively with one another, tension, frustration, and inefficiency may result. You can take care of those concerns right away.

Encourage your sales and marketing teams to engage, work towards shared objectives, and provide constant support for one another. By doing this, you’ll diminish workplace tension and support the expansion of your firm.

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