The gulf between Sales & Marketing has been there ever since a CEO decided to separate the functions. In line with bureaucracy and corporate politics, both sides have pretty much felt that they are somewhat competing with each other.
When we did not achieve our targets, blame and finger pointing became the order of the day. Sales said that Marketing programs were not successful, while Marketing claimed that the sales people were just lazy and incompetent.
Like a feuding family arguing the toss over a will, the so-called war is amplified by budget. Everything was ok when there was one pool. Marketing have taken the high ground as they view ‘their’ money goes through a transparent ‘stage & gate’ process. It is viewed that Sales have a slush fund that is not transparent and accountable. Sales will feel aggrieved that the ‘pot of gold’ held by Marketing is not measurable.
We have seen this situation play out time and time again.