By Rohit Roy for Martech Advisor.

Sales and marketing efforts are essentially two sides of the same coin, yet quite detached from each other. Only off late have they been brought closer to enhance their efficiency and drive customer engagement. This realignment becomes critical in this era of cross-channel functionality, but a lot remains to be done before the right synergies are established. Read the full article to find out why these are key steps for addressing the issue:

1. Define marketing KPIs

2. Marketing should act as consultants to sales

3. Take down departmental silos

4. Be service driven and ensure a level playing field

5. Team effort for better messages