Traditionally, the roles of marketing and sales were different and distinct. Marketing does the key job of getting customers interested and creating awareness.
Sales people have to convert the interest into a sale. However, the way they have often done this in the past has to change. Because customers are better informed, and the incredible access to information has produced more knowledgeable buyers, marketing and sales need to work closer together.
In today’s modern business, a sales person really needs to be more of a marketer, and a marketer isn’t doing his or her job properly if they aren’t considering sales. Since sales people are the actual marketers out there drawing in more customers, hence bridging the gap with a closed sale deal.