Sales and marketing teams rely on one another. But you’d never know it from the broken dynamic at work at most companies. In a recent Forrester report, a meager 8 percent of B2B companies said their sales and marketing teams were strongly aligned. That sad fact needs to change.

The disconnect occurs because these departments manage different metrics. Marketing teams tend to address top-of-funnel priorities such as brand awareness and lead generation. Sales teams, on the other hand, handle revenue, deals, subscriptions, and other bottom-of-funnel functions. But they’re serving two halves of the same customer journey — whether they operate that way or not.

Conflicts between marketing and sales often stem from cultural differences. The marketing team believes that sales sacrifice long-term profits for individual customers and short-term gains. Sales views marketing as being out of touch with customers.

Fortunately, these problems have a clear solution. According to the previous source, improved communication between sales and marketing leads to reduced friction, a 209 percent increase in marketing value, and a 67 percent improvement in closing deals. These departments can help each other. In an ideal scenario, marketing creates content the sales team can use to educate prospects, and sales shares data that will improve marketing campaigns.

Leaders from both teams must encourage communication and collaboration between their associates. Here’s how to break down the walls and drive revenue growth:

1. Create common metrics.

Marketing and sales departments must take ownership of one another’s successes, and common metrics foster a sense of joint responsibility. Classify sales benchmarks into categories you can tie to marketing. For instance, track sales by lead source or prior activities. Not only will this help sales associates see where people are converting or falling off, but it will also tell marketing which kinds of content are needed to keep prospects engaged.

2. Appoint a sales enablement liaison within the marketing team.

The sales enablement liaison should work with the sales department to learn about the company’s prospects. Marketing needs to know about their communication preferences, geographic data, industries, and demographics in order to craft campaigns that will attract the right leads. The more qualified leads marketing can generate, the higher conversion rates will rise. Choose a representative who can relate to both teams, because he or she will be embedded with the sales department. The liaison should be able to relay key information to marketing so he or she can develop initiatives that directly support the sales team’s goals.

3. Exchange best practices.

Educate both departments on their respective best practices. Communication begins with understanding, so explain why each team works the way it does. Then, encourage feedback and suggestions on how the other side can improve. Document the takeaways via blogs, internal wikis, and note-sharing platforms so everyone can access them regularly. You might consider holding monthly webinars to refresh associates on best practices and share new insights.

Marketing and sales are powerful allies when their goals align. Both are essential to driving revenue growth, so use the strategies in this article to break down the silos. When these departments work together, the entire company reaps the benefits.