Consolidating sales and marketing at the top

Should sales and marketing be one single department led by the CRO?

I know there is controversy around this and it tickles the “fear” button in both sales and marketing leaders, but here it goes 🥁…:

“Sales and marketing should be in one department.”


Because I love love love what happens when one gal is responsible* for brand AND demand AND money in the bank at the end of the day.

*And they (have no choice but) care about each one equally.

That last notion is muy importante. Why?

Bc what ends up happening in growth/revenue departments (and it’s a real threat to this model) is that the chief revenue officer (CRO) is – – someone with – a sales background who
– doesn’t get and doesn’t want to get progressive B2B demand generation, so

marketing ends up back in stage 3 (see video).

The positive scenario…:

What ends up happening at a few progressive companies is that the CRO is an ex-sales person who is invested in/believes in demand generation and branding.

And cares about them just as much as leads and revenue.

Of course, if the organization is large enough, they’ll have a separate marketing and sales dept led by respective heads… but the CRO will consolidate things at the top.

Get actionable, unboring B2B growth advice in your inbox every week.

Subscribe to B2B Bites Weekly:

Related B2B Bites

Want to Start Seeing Results?

Take the first step:

Register for the Live Sessions

Tuesdays 11 AM ET, 5 PM CET