7. Sales And Marketing Must Be Integrated
Too often, Newnam said, sales and marketing departments are at odds with one another. Marketing teams can't be stand-alone divisions that are set apart from the rest of the organization, whether it's a vendor or solution provider. "We can't create strategic marketing plans unless we know what the business goals are," Newnam said. The best way to achieve that is to have integrated, closed-loop marketing efforts developed by the sales and marketing teams.