Wat er vaak verkeerd gaat bij de samenwerking tussen marketing en sales

In many organisations marketing and sales still sit beside each other as two separate pillars, and almost everyone assumes the collaboration is going well. Toni van Dam takes apart where it goes wrong.

The column follows the route a lead travels: the traditional role of B2B marketing, the handover of marketing and sales qualified leads, and the moment sales is supposed to pick one up. Along the way it becomes clear how much gets lost in that handover — and which concrete steps put both departments to work on the same goal, so results grow instead of the discussion.