“The ultimate test of a relationship is to disagree but hold hands”

This little, anonymous quote sums up the basis of what could be the perfect sales and marketing relationship: You may disagree, but you can still work together for success. But in reality, most sales and marketing relationships are like a bad episode of Divorce Court.

You’ve heard all the excuses real estate developers get when their sales and marketing executives have little to no respect for each other and continually undermined each other’s importance in the sales process.  You know the ones: “they burned off the leads,”  “their leads were unqualified,” “we’re only getting tire kickers,” “their ad missed the mark”, “the direct mail didn’t work,” “I don’t need someone telling me how to sell the lifestyle,” “you’re short and you have bad breath.”

Does this sound like a recipe for success to you?

It’s time for some relationship counseling. Put the quarreling couple in a room and tell them they can come out when they have an action plan that everyone agrees on, including a realistic expectations list. Then hold them to it. Get sales and marketing briefings at the same time with everyone present.

With a little work, a pinch of respect, and a whole lot of group accountability, you will soon find that your sales and marketing teams are a match made in heaven.