Through my work advocating for sales and marketing alignment, I have found that one of the many problems that causes misalignment between the two groups is the lack of a common language. Both groups are saying the same thing and don't even realize it.
Too often companies put marketing on a pedestal and create an environment where they feel they are superior to salespeople. I don't advocate for getting rid of marketing speak because I think it serves a purpose to help marketers communicate efficiently.
“If you have ever been in a joint sales and marketing meeting you have probably noticed the effects of 'lost in translation.'”