1. "These leads are junk."
2. "Why can't we just run a Super Bowl ad instead of these stupid campaigns?"
3. We need marketing to "Do Me a ...." to solve the gripe of the week.
The meeting results in both teams feeling frustrated.
Marketing feels like they have turned into fire-fighters who must jump from project to project. Allowing your marketing team to become a reactive group of fire-fighters is not going to help sales in the long term.
The bottom line is that large group meetings will not suffice if you want to build a productive partnership between marketing and sales.
I have a few ideas on how to turn these gripe sessions into productive learning exchanges:
1. Sales and marketing leaders should formalize the agenda ahead of time to ensure each group is prepared to respond.
2. Marketing needs to listen at a more personal level. I suggest you establish specific goals for your marketing team members to have a one-on-one meeting with members of your sales team every week. (yes every week). This "meeting" does not need to be a formal affair with conference rooms or presentations. There should, however, be an agenda - to collect learning about leads, campaigns, and competitive actions.
3. The agenda needs to include high level summaries of:
- Quantitative results of recent activities
- Plans and priorities
- Summary of the qualitative learning collected in the informal meetings
The results - Each team leaves the meeting knowing that their feedback has been heard and prioritized.