there are regular meetings to share ideas and experience, not just between sales and marketing managers, but with staff at every level. In some companies, everybody works in the same office, with every marketing person sitting next to a sales person. Sometimes the shared office also includes customer service and after-sales staff. Instead of having separate conferences, sales and marketing departments now share an annual meeting. At the meeting, they exchange feedback and develop a common vocabulary.
So is this a temporary ceasefire, or is the war really over? Companies that introduce smarketing are seeing increased revenues and new business opportunities. After years of living separate lives, sales and marketing are learning that they can not only work together, but they can also be friends!