Marketing expert Dr. Paul Welty talks about the marketing and sales departments, their similarities, differences and how they can work together more effectively.

Blurring of roles has created a need to clearly understand responsibilities. Where marketing typically works with large anonymous audiences, sales forces work directly with the prospect or customer. Paul builds a compelling case for alignment against the customer saying, “The goal is to add, satisfy and retain customers.” He shares what he feels are successful sales tools to achieve this goal.