Jenny Sagstrom of Sköna points out that the disconnect between advertising and marketing departments often leads to financial losses for businesses. A recent B2B survey revealed that just half of marketers feel aligned with their sales counterparts, a persistent issue attributed to traditional gender roles in the workplace. Women predominantly occupy marketing roles, while men tend to dominate sales, leading to dynamics that can undermine collaboration. Sagstrom suggests adopting co-parenting techniques to ensure both teams work toward shared goals, addressing misalignment while fostering a comprehensive understanding of the customer journey.
This disconnect among departments is rooted in classic gender roles, with men dominating sales while women lead marketing—bearing significant consequences for business dynamics.
By implementing co-parenting best practices, sales and marketing departments can emphasize unity, ensuring a collaborative environment that nurtures successful product development.
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