It’s time to put an end to the tug-of-war between marketing and sales.In the past, sales initiatives were viewed as the revenue driver, and marketing was viewed as the expense.But today, 70% of the buying process has been done before a prospect ever makes contact with a business. And this is in large part due to marketing efforts that build trust and nurture relationships up until that point.So, it stands to reason that marketing and sales shouldn’t be battling for table stakes. On the contrary, they need each other.Case in point?Many organizations are moving away from having individual leaders for their sales and marketing teams. Instead, they’re opting to have a Chief Revenue Officer—someone who’s accountable for overseeing both functions and ensuring they ultimately lead to the same desired outcome: making money.So, what does this mean for your coworking space?It means that it’s vital to have someone ready to take prospective members on a tour of your space and to help that person sign the lease agreement. But it’s equally important to proactively build trust and relationships with those prospective members over time in order to get them in the door.Remember, selling isn’t closing. Selling is opening.And that’s why marketing and sales are both equally important.