Marketing and sales teams work in tandem to increase lead generation and revenue but use different tactics and set unique goals to maximize profitability. A marketing team, for instance, may leverage customer data for campaigns in order to spark interest in the brand; meanwhile, the sales team contacts interested prospects to convert leads into customers.

To define the sales and marketing process (and their intersection) in simple terms:

Marketing teams attract prospects to the company through campaigns.

Sales teams use outreach to reinforce marketing messaging, address prospect concerns, and nurture leads into customers.

New customer testimonials and data help marketing teams refine messaging for future campaigns before the process repeats.