Lack of communication between sales and marketing teams is the most common source of conflict for 2 out of 5 marketing professionals. Efficiency is observed to drop steeply when sales and marketing teams do not share key data related to performance, campaigns and customers. A coordinated effort is the key to improving sales performance and success of marketing campaigns. As customer happiness is associated with positive performance of KPIs related to these two teams, communication between the two teams are absolutely necessary.