Experts have been telling us to tear down the wall between sales and marketing for decades now. Most of us agree that that’s a great plan! But how do we do it? Part of the problem is that sales and marketing teams have been built on their own unique sets of goals and metrics. Marketing is responsible for generating demand, and sales converts leads. But if these two departments are going to truly work together, they need to start speaking the same language and sharing the same goal. Ultimately, marketing needs to step up and take responsibility for getting the message downstream and equipping salespeople to be storytellers, not merely encyclopedias. Read the full article here.