Sales and marketing collaboration will never be perfect. Friction is inevitable given their different growth approaches. As Virtusa’s Brian Jochum notes, “Some challenges are fixable, others will always be there.”
Actian’s Jennifer Jackson adds, “There needs to be some healthy tension to continually up our game.” The focus should be on fixing what’s fixable, reducing unnecessary friction, and fostering collaboration that meets buyer demands and maximizes the impact of both teams' capabilities and expertise.
