Post by Marcio Arnecke

Sales and marketing hate each other. That's the narrative, at least. I've never really lived it that way. Every place I've been, marketing drove pipeline. Close to 100% of it, in some cases. When you own that number, you stop fighting over credit and start thinking like partners. Here's what I've seen actually work: 1. Be transparent: I show my sales team everything. Campaigns, spend, return, what's working, what's not. No black box. If they can see it, they can trust it. 2. Listen more than you talk: Sales talks to customers every single day. They know what's resonating, what objections are showing up, what the market is actually saying. I treat that as free intelligence. I use it. 3. Own the goals together: This is the big one for me. If sales misses their number, marketing missed their number. Full stop. That shared ownership changes how you show up to every conversation. The handoff problem is usually a trust problem. And trust is built in the day-to-day not in a QBR slide or an attribution model.