Sales and Marketing haven't always had the best relationship. In fact, their relationship in many organizations can sometimes be described as that of two diverse organisms living together in a way that benefits only one.

B2B companies' inability to align sales and marketing teams around the right processes and technologies costs 10% or more revenue per year, according to IDC, so one of the largest opportunities to improve business performance can come from aligning these teams. Doing nso improves ROI, productivity, and growth.

In fact, B2B organizations with tightly aligned sales and marketing operations achieve 24% faster three-year revenue growth and 27% faster three-year profit growth, according to Sirius Decisions. Organizations with tightly aligned sales and marketing functions also enjoy higher customer retention rates.

When Marketing and Sales can move beyond their differences and become a power couple, they have the ability to optimize their value and synchronize their efforts. With Sales and Marketing alignment, the company wins.

That said, reaching power-couple status probably didn't come easily for Brad and Angelina, and it may not seem simple for Sales and Marketing, either. But there are numerous resources for studying and ensuring alignment.

This video from Salesfusion's Marketing Minute's Video Series provides more tips on aligning the two and why doing so is necessary for your business: