Not least of which are improved operating performance and outstanding financial results.
Some might say that sales and marketing “personalities” are two very different animals. They think differently and act differently and approach the same customers with very different points of view. Added to that is the unspoken habit they each have of “looking down” on one another.
One way to integrate these cultures is to have the marketing department and salespeople report to the same department head. Simply by spending time near people, with joint department meetings and problem-solving teams, helps to break down barriers that no technology band-aid could achieve.
Then promote only those who are cooperative team members. It shows that cooperation is valued, and those values will become part of the new culture.