How do you resolve conflicts between sales and technical teams?

1 Align on the customer's needs

One of the main sources of conflict is when sales and technical teams have different views on what the customer wants and needs. To avoid this, you should align on the customer's pain points, goals, and criteria before presenting a solution. You can use tools like customer discovery templates, personas, and value propositions to create a shared understanding of the customer's situation and how your product or service can help them.

2 Communicate clearly and respectfully

Another common cause of conflict is when sales and technical teams have poor or unclear communication. This can lead to misunderstandings, assumptions, and frustrations. To prevent this, you should communicate clearly and respectfully with each other. You can use tools like email templates, meeting agendas, and feedback forms to structure your communication and ensure that everyone is on the same page. You should also avoid jargon, technical terms, and acronyms that may confuse or alienate the other party. Instead, use simple and relevant language that focuses on the benefits and outcomes of your solution.

3 Define roles and responsibilities

A third source of conflict is when sales and technical teams have overlapping or unclear roles and responsibilities. This can result in duplication, confusion, and missed opportunities. To avoid this, you should define roles and responsibilities for each stage of the sales engineering process. You can use tools like RACI matrices, role descriptions, and workflows to clarify who does what, when, and how. You should also respect each other's expertise and authority and avoid stepping on each other's toes or undermining each other's credibility.

4 Collaborate and cooperate

A fourth source of conflict is when sales and technical teams have competing or conflicting interests and incentives. This can lead to distrust, resentment, and sabotage. To prevent this, you should collaborate and cooperate with each other. You can use tools like team building activities, reward systems, and feedback loops to build rapport, trust, and alignment. You should also recognize each other's contributions and achievements and celebrate your successes as a team.

5 Escalate and resolve

A fifth source of conflict is when sales and technical teams have unresolved or escalating issues that affect their performance and relationship. This can lead to stress, anger, and breakdowns. To avoid this, you should escalate and resolve issues as soon as possible. You can use tools like conflict resolution models, mediation techniques, and escalation procedures to address and solve problems in a constructive and respectful way. You should also learn from your mistakes and failures and implement improvements and changes to prevent them from happening again.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?