Once rivals, these two disciplines are collaborating and finding new ways to drive revenue
By Thomas Anderson, Sarah Mier, David Novak and Mat Zucker
A new wave of détente is developing across corporate marketing departments. And those who are collaborating well are finding it a critical component to unlocking value and revenue growth.
Brand marketing and demand generation teams—faced with growing complexity of spending decisions—are working together more often and marketing executives are eager to have a more holistic conversation about them. The traditional tensions between them, which can undercut growth and harm performance, are easing as both look for new ways to engage customers and increase sales.