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At most companies, natural tension exists between sales and marketing. That can be a positive as it drives additional value and critical thinking, but the two groups still have to work very collaboratively in general—and particularly to execute a successful product launch. One of the biggest challenges I have seen in launching a med device product (as referenced in my colleague Brian's last post) is when these two groups work in silos or different directions prior to a product launch. The expectation always exists that the two groups will come together to put out the right messages and promotions to the intended audience, but when little collaboration exists, it can lead to poor results and ultimately to counterproductive finger pointing when things don’t go to plan
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