Clients benefit greatly when marketing and sales decide to get married. Campaigns become cohesive because the message is consistent. The two sides are one, in a blissful relationship that's good for your brand.
Choose a marketing team that works in tandem with your sales reps, and encourage the two sides to see each others' point of view.
Sales can give marketing the straight dope – words direct from customers.
Without that feedback, marketing can't understand the realities of the sales process. And, wherever possible, have your marketing people spend time on the sales floor, to actually observe what happens in the sales process.
And sales should understand marketing's realities: budgets, market positioning and penetration, it would foster better understanding and a spirit of cooperation that would benefit everyone!
Saying 'I do' is a balancing act for sure, but it puts the client first and marriages are made to last.