Marketing: stop dismissing Sales. Sales stop dismissing Marketing

These caricatures are still alive inside too many companies.

And they’re both wrong.

When Marketing is framed as 𝘫𝘶𝘴𝘵 𝘢 𝘣𝘶𝘥𝘨𝘦𝘵 𝘭𝘪𝘯𝘦 𝘺𝘰𝘶 𝘤𝘢𝘯 𝘤𝘶𝘵 𝘸𝘪𝘵𝘩𝘰𝘶𝘵 𝘴𝘦𝘦𝘪𝘯𝘨 𝘢𝘯 𝘪𝘮𝘮𝘦𝘥𝘪𝘢𝘵𝘦 𝘩𝘪𝘵, you miss its real roles:

• 𝗩𝗼𝗶𝗰𝗲 → the narrative that positions a company in its market.

• 𝗘𝗱𝘂𝗰𝗮𝘁𝗶𝗼𝗻 → the bridge that turns complexity into clarity.

• 𝗥𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽 → the dialogue that keeps customers close

• 𝗣𝘂𝗿𝗽𝗼𝘀𝗲 → the system that connects company intent with market relevance.

When Sales is reduced to “the quota-chasers who only care about numbers,” you miss its real roles:

• 𝗩𝗮𝗹𝗶𝗱𝗮𝘁𝗶𝗼𝗻 → the field signal of whether the voice resonates.

• 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 → the proof that clarity leads to decisions.

• 𝗦𝗶𝗴𝗻𝗮𝗹 → the human readout of where relationships are strong or fragile.

• 𝗥𝗲𝗮𝗹𝗶𝘁𝘆 𝗰𝗵𝗲𝗰𝗸 → the pressure test of whether purpose translates into value.

The old playbook treated all this as a 𝗹𝗶𝗻𝗲𝗮𝗿 𝗳𝘂𝗻𝗻𝗲𝗹 𝗲𝗻𝗱𝗶𝗻𝗴 𝗶𝗻 𝗠𝗮𝗿𝗸𝗲𝘁 𝗘𝗻𝘁𝗿𝘆 — siloed, sequential, fragile.

The new reality: 𝗚𝗼-𝘁𝗼-𝗠𝗮𝗿𝗸𝗲𝘁 𝗶𝘀 𝗮 𝘀𝘆𝘀𝘁𝗲𝗺.

Tech, Product, Marketing, and Sales working in parallel — aligned for growth, not just entry.

👉 GTM isn’t “sales-led” or “marketing-led.”

It’s an architecture where all four operate as one.

Because growth doesn’t come from louder megaphones.

It comes from alignment.

CROs, CCOs, CMOs — are you sure your GTM is working as a system?