The effort to improve a sales and marketing department is ongoing. However, it begins with an understanding of the role of each service so that a business can establish clear and reasonable goals.
From there, the development of each department depends on the identification of the right tactics, which vary based on how a business prefers to interact with its customers.
Along the way, technology can help organize the process and make it more efficient. It can also play a role in improving information sharing between the two departments, which may help each reach their shared goals of more sales and a thriving business.