Unity between sales and marketing can be difficult if the two departments do not have the same goals. Like giants clashing over territory and supremacy, they must work together. More than just talking in planning meetings, they have to develop an aligned strategy and execute accordingly.
For example, marketing may be incentivized by the volume of leads it provides the sales team. The sales department is incentivized on the volume of sales – whether gross sales or margins. One challenge is when the marketing team uses a low price approach to promoting their products. This generates more calls, emails, and web inquiries for the sales team to pursue. As a result, the majority of prospects generated from such activity may be outside of the ideal customer profile for the company.