Theoretically, the relationship between sales and marketing should be easy –– after all, these teams are responsible for pulling in more business and increasing revenue. However, it is often the case that relationships are complicated between these teams, and sometimes they can even butt heads.
Unfortunately, this type of tension is all too common and plagues many companies. But there is hope. Greenhouse CMO, Carin Van Vuuren, and VP of Enterprise Revenue, Ankur Passi, share their approach to bridging the communication gap to bring the traditional frenemies together.