Hopefully that's not a surprise to anyone.. the point of Marketing, and indeed most business functions, is sales. After all without sales, there is no business.
It's encouraging that at Tribal, we're now seeing a lot more businesses identifying the need for Marketing to become more sales orientated. They are no longer working in silos but building closer relationships with the Sales team to identify customer problems and helping solve them with targeted content.
However, I'm under no illusion that many organisations are still struggling with closer alignment and there's a lot of work to do but what I can say is that when Marketing is focused on sales enablement, there is only one winner; business growth.
As obvious as it sounds, sometimes the point of marketing gets lost. Marketing teams can be laser-focused on executing strategies, updating product information sheets, and strategizing for the highest Key Performance Indicators (KPIs). Sometimes it seems like the point of marketing is reaching the most people and creating marketing results. Though those are great KPIs to have, the end goal of marketing strategies is always top-line growth.