As it happens when marketers invest in creativity, create funnels, drive traffic, and sellers complain: "The leads are wrong!", "The customers are cold!" – and as a result, both sides are unhappy, and the business is losing money. The solution, in my opinion, is simple, a neutral space and professional mediation. Instead of endless arguments, constructive dialogue. Instead of mutual claims, there are clear agreements. When marketing and sales start to hear each other, leads turn into deals, and the KPIs of both teams soar. Mediation is not a waste, but an investment in a team that will stop fighting each other and start working together.

overcoming the differences between marketing and sales teams when it comes to lead generation tactics requires an approach that respects the value of human capital as the organization's primary asset. the long-term key is to establish open communication and ongoing collaboration, so that each member feels heard and valued. by facilitating constructive dialog and joint training, conflicts can be effectively resolved without creating lasting tension. this approach not only strengthens relationships between teams, but also increases productivity and innovation, allowing companies to achieve common goals efficiently and harmoniously.

Aligning marketing and sales teams requires clear communication, shared goals, and collaborative tools. I start by ensuring both teams have a deep understanding of each other’s roles and objectives. Regular meetings or joint workshops help create mutual respect and foster better collaboration. Establishing common KPIs that tie both teams’ efforts to business outcomes helps keep everyone focused on the same goals. I also ensure that marketing provides sales with the right tools, such as lead scoring, content, and insights, to help them engage prospects effectively. Encouraging open feedback between the teams creates continuous improvement and adjustments to strategies.