You might be wondering, “Aren’t sales and marketing teams naturally aligned? They already have the same goals.”
In theory, you’re right. Unfortunately, this is not always the case.
Misalignment among sales and marketing teams can leave a lot of business (and revenue) on the table. But when you get it right, it positively impacts every part of your field service organization (FSO). According to MarketingProfs, sales and marketing alignment leads to 36% higher customer retention rates. They also point out those same aligned teams “have 38% higher sales win rates.” 
With similar research showing that customers are 50-70% of the way through the purchasing process by the time they interact with a salesperson, it becomes even more imperative to make sure sales and marketing are on the same page.
The question is: How?