The terms sales and marketing are often used interchangeably. However, these vital functions provide very different—and equally important—contributions to the company or organization. They’re in fact the yin-yang that cultivates customers, generates sales, and serves as the fuel for your company.

Today, we explore how to align your sales and marketing functions to significantly improve revenue generation, enhance productivity and to increase profitability. Many business owners and executives incorrectly believe marketing is an expense that in a budget crunch should be significantly cut or completely eliminated. Nothing is further from reality.

Marketing is and should be viewed as a critical investment to the financial success of the organization. Sales without an appropriate marketing function is more costly, less effective and reduces the bottom-line.

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