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Team Effort

Talk is cheap; failed marketing programs aren't. To get results, get sales and marketing teams working together.

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This story appears in the March 2004 issue of Entrepreneur. Subscribe »

Is there a disconnect between the marketing and sales functions in your business? If so, you may be wasting thousands of marketing dollars and employee time to boot.

According to IT market analysis firm Aberdeen Group Inc., as much as 80 percent of marketing expenditures on lead generation and sales collateral are wasted because these efforts are ignored by salespeople. Marketing teams make an equally damaging blunder by overlooking critical input from salespeople regarding customer data and needs, causing salespeople to spend as much as 40 to 60 hours per month creating their own customer-relevant collateral materials. Even worse, this problem may go unrecognized for years, causing a downward spiral in sales results.

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