Why there is ‘no excuse for misalignment’ between marketing and sales

The relationship between marketing and sales is typically characterised by a healthy tension. Both sides must learn how to balance the short-term need to drive conversion with the longer-term desire to build brand equity and create fulfilling customer experiences.
A 14-year working relationship helps feed the close alignment between EE’s managing director of marketing, Max Taylor, and managing director of channels and trading, Ettienne Brandt.
“We typically see things from a very si