Making sure sales and marketing departments maintain a dialogue is essential to the success of firms’ campaigns, an expert has advised.

Linda Lindsey, senior marketing manager at office automation equipment provider Ricoh, said joint meetings should be held with sales and marketing personnel to discuss crucial campaign strategies such as sales tools.

Writing in the 60 Second Marketer, she also suggested that the two departments should meet at least once a month and work together to improve lead generation.

“Nothing breeds resentment faster than a sales rep receiving yet another list of ‘leads’ with contacts who are no more inclined to buy than someone picked randomly out of the phone book,” Ms Linsey noted.

She added that agreeing on an accepted definition of lead generation is an ideal way to integrate sales and marketing professionals.

A recent survey conducted by Global Spec found that lead generation is one of the top challenges facing marketers in today’s difficult economic climate.

Related Topics: General Marketing