The relationship between marketing and sales is changing. Slowly.
In my humble view, the two roles should not just coexist - not when they could work together to create value for the company and customers. For that to happen the trust between the two departments is critical.
Companies should not only eliminate bureaucratic requirements that might slow them down but also give teams the freedom to adjust their strategies as the market evolves.
Stronger collaboration requires the willingness of the two departments and their teams, to accept and embrace the change to be able to grow. Both drive better cooperation through a combination of more rigorous measurement, regular cross-functional alignment around customers, and better technology integration.
While both roles need to be understood, measured, and rewarded in ways that support the integrated effort across the customer journey.