One of the key reason Sales and Marketing don't work together well is the misalignment of goals/incentives. I feel another one that isn't talked about as much is having a common language. I have found many times Sales and Marketing are talking about the same things and don't even know it. This is why it is worth using common terms for activites and metrics that effect both teams.
“87% of the terms sales and marketing use to describe each other are negative.”
I without a doubt find myself using Sales or Marketing-speak often because of my time in both roles. When using my marketing hat I find myself saying things like "robust platform", "synergy", or "360 degree view". These terminologies are fine when we are having marketing conversations but, when I am speaking to potential customers I have to be aware that this is not the language that the customers is used to. So I have to adjust to a language that is more indicative of a salesperson. Should we do away with marketing- or sales-speak? No. I think there is value in creating a lexicon that is understood and widely used within a group. There are just things that salespeople say that marketers don't. And that's okay.
What organizations need to do is help each other understand the vocabulary of their other team members so that when they do need to communicate there is common ground. By doing this, you facilitate a more effective exchange between groups. When people can speak to one another on common ground they are more likely to be able to connect around a common goal. This is good for the business and promotes "Togetherness".
“When people can speak to one another on common ground they are more likely to be able to connect around a common goal”
Below is my attempt (with a little humor) to create a translation for some of the most frequently used terms that I have heard by sales and marketing professionals.
The Sales and Marketing Alignment Dictionary
