When's the last time that your marketing staff wore your sales rep's wing tips? (Okay, or pumps, stilettos, loafers, whatever. Don't need the shoe people after me here.)
I tripped over this article by Janet White, author of Buying Right: Vendor and Software Selection, and not only does she present an idea that can have an impact, but she also gives some real examples of how it's worked.
Read the article: Don't Depend on Technology To Fill the Sales/Marketing Chasm
Here's a lead in: It's a common scenario. Marketing dictates to sales not only how they have to sell products but also how they have to flag orders in the company's newly-implemented CRM system so that marketing can track customer lifetime value. Marketing becomes frustrated when sales doesn't come through with great revenue numbers from a campaign or doesn't make use of the leads they have been supplied. They think the sales department is lazy because they won't enter orders and customer information in a way that makes it easy to track conversion rates.
I talked about involving the two departments in collaboration in my post Are Your Marketing Communications Hitting the Wall?
Nuff said. Read the article and just consider the possibilities.