Sales and marketing are like dance partners. As with a pair of dancers, sales and marketing have the same ultimate objective: to work together, to play off of and enhance one another. Yet how each pursues that objective is different. Sales and marketing teams have unique strengths, weaknesses and core competencies. Yet management often lumps the two together, as though each performs the same role. The result is that, rather than benefit from each other’s capabilities, they compete at similar tasks in which neither excels. As we’ll find out, marketing needs to lead–defining the message–and sales needs to tailor that message to its clients.