The key to effective sales and marketing is collaboration, according to sales expert and CEO of Barrett Consulting Group, Sue Barrett. Having a customer-centric mindset across the entire organisation will ensure everyone is on the same page. This can be achieved by nurturing the customer at each marketing touchpoint, e.g. emails, social media digital marketing, and direct communication with sales teams. While the emphasis on each function may vary depending on the product or service, the core idea remains that are interdependent. This synergy between sales and marketing is fundamental for achieving sustainable growth and success.

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