In many organizations, sales and marketing report to the same executive leader or are even in the same department, but they rarely seem to be on the same team. When things aren't going as smoothly as desired, the finger-pointing begins.
"Sales just doesn't care about maintaining our standards on branding or lead generation."
"Marketing couldn't sell their way out of a paper bag."
One of the most effective ways to start selling more for your company is to get both organizations on the same page.
I have my bias. Even though sales quota typically trumps, I think it is the responsibility of marketing to drive towards alignment. The marketing team needs to take the first step. If you've never been in sales, you'll have a tough time getting any credibility until you start listening to what they tell you. If it's been awhile since you've sold, you'll also have a bit of an uphill battle.
Here's a good place to start:Take a successful sales person from your company out to lunch.Find out how he or she sells. Where does he start? Then what does he do? And then what?Attend customer visits together frequentlyMake a list of things you could do as a marketer to address what the sales team needs at each step of the process.Then start doing it!Check in frequently with the sales person and monitor success
This should take you in a positive direction. When something you've done for sales starts getting results, you'll have built a winning team. And top executive are happier, as marketing spendings are better targeted and more predictable in outcome.