Sales and marketing, a match made in heaven? They could be. Both are an important part of any business—but it doesn’t mean they often work well together—if at all. Marketing blames success for not closing leads. Sales blames marketing for not adding to the funnel of prospects. All the while, they could make a beautiful love story if they gave it a chance.
So says Rebecca Quinlan and Sven Rous, who work in marketing and sales, respectively at Synaxon, a German-based services company. They know it can work because, oh by the way, they are married in real life.
During the day, Quinlan and Rous successfully navigate the often-tricky waters of sales and marketing and they say they can help others do the same.
The couple will discuss how they do it during a session at the GTIA DACH Community meeting, 13 May in Munich. We asked Quinlan and Rous to talk about why these two departments don’t have to battle—and can have a blissful relationship together. Here’s what they had to say:
Why is it important that sales and marketing work well together?
Quinlan: For me, it’s simple. Marketing builds the story, the message, the positioning—but if sales isn’t aligned with that, we risk creating noise instead of clarity. When we work together, we create a seamless experience for the customer, from first impression to closing the deal. It’s like setting the stage so sales can deliver the performance.
Rous: Exactly—and I’d add: If marketing is the invitation to the party, sales is the person shaking hands at the door. If we’re not coordinated, the guest list gets messy. But when we're aligned? That’s when we see real momentum. Leads don’t just come in—they convert.
What is the biggest challenge to sales and marketing working well together?
Rous: Oh, where do I start? The biggest challenge? Different mindsets. Sales wants results now—we’re in the moment, living on targets and instincts. Marketing plays the long game—planning campaigns, thinking in quarters. If you don’t recognize and respect those differences, you end up pointing fingers instead of making progress.
Quinlan: Yes! And I’d say another challenge is language. We often use the same words but mean different things: “lead,” “campaign,” “success”—all of these can be interpreted differently. That’s why communication and shared definitions are critical. It takes effort, but it’s worth it.
What is the ‘right way’ for sales and marketing to work well together?
Quinlan: Structure, transparency and shared goals. We need regular check-ins, shared KPIs and feedback loops that go both ways. I like to keep things documented (no surprises there then), so there’s no ambiguity.
Rous: And I say—don’t forget to have fun with it! Relationships are built on trust and openness. I need to know I can be real with Marketing, and they can challenge me too. The ‘right way’ is whatever brings both sides to the table with honesty, curiosity, and the same finish line in sight.
What have you learned from each other about working together and how did it help your company?
Rous: I’ve learned the magic of preparation. Rebecca doesn’t go into anything without a plan—and that’s helped me think ahead more in my sales process.
Quinlan: And I’ve learned to let go a little. Sven has this ability to improvise and connect with people instantly. Watching him in action has helped me be more present, more human in how I communicate—even in campaigns. Sometimes, done is better than perfect.
What advice would you have for companies that have trouble with sales and marketing working together?
Quinlan: Create shared rituals. Regular meetings. Joint planning sessions. Co-owned dashboards. Even small things like using the same CRM or campaign tool make a difference. Alignment doesn’t happen by accident — it has to be intentional.
Rous: Couldn’t agree more. And I’d say: put your ego aside. Sales isn’t the hero, and neither is Marketing. The customer is. When both teams unite around that — you’re unstoppable.
Any last thoughts?
Rous: Sales and marketing are like any great couple—we fight sometimes, but when we remember what brought us together (hint: the customer), we can create something amazing. It’s like a romcom... with KPIs!
Quinlan: Ha! I love that. And I’ll just say: Harmony doesn’t mean being the same. Our differences are our strength. When we use them to complement each other, that’s when the real magic happens.
Hear Sven and Rebecca Live:
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