I’m always disappointed when I find sales and marketing departments at loggerheads, blaming each other for various failings. As discussed elsewhere on this blog, this stems from a lack of top-down strategy, and the problem is only exacerbated when parallel tactics are brought closer together, resulting in friction. To bring sales and marketing together at this late, tactical stage, is a failing in itself. The two have to invest equally, from the beginning, in a top-down data strategy that feeds resulting tactics. This is one way – and it doesn’t cost the earth – and I’ve seen it work when you bing you crm and web data together.