Whatever the subject, whatever the target, one area where differences still seem to exist is the divide between marketing and sales. As someone who works closely with both parties within clients, it is often clear that marketing goals and metrics differ drastically to those of the sales teams - even when the marketing goals are designed to help sales teams hit theirs.

So the question is: where does the misalignment come from? Who creates the gaps? Surely if both teams were aligned right from the start - objectives will be fulfilled and everyone will be happy.