It’s one thing to have shared goals between sales & marketing. A common definition of a qualified lead. A coordinated effort for lead generation and follow-up.

It’s quite another thing for marketing to share responsibility for sales. To share the anxiety. Share the terror.

The point here is fairly simple. Until marketing has the same end-of-month and end-of-quarter anxiety as sales, it’s hard to believe there’s true alignment and shared revenue responsibility.

That may be a high bar of sales and marketing alignment, but isn’t a bad idea either.