My VP of Marketing and VP of Sales are constantly locked in peer conflict, arguing about the quality of leads and the speed of follow-up, which is spilling over into their respective teams. How do I use the Trust Equation to get them to lower their self-orientation and solve this together?

Question

Tyler Smith · Accepted Answer

When your marketing and sales leaders are at war, it is a symptom of high self orientation. They are focused on protecting their own departments and reputations rather than doing what is best for the overall business. To fix this, you must rebuild trust using the Trust Equation: trust equals the sum of credibility, reliability, and intimacy, divided by self orientation.

In this scenario, self orientation is the denominator that is destroying the equation. Even if both leaders are highly credible and reliable, their focus on winning the argument keeps trust at zero.

To break this stalemate, bring them together outside of your weekly Level 10 Meeting™ and address the dynamic directly. Start by raising their intimacy. Have them share their biggest frustrations and fears regarding their respective roles. This vulnerability builds safety and reminds them that they are on the same team.

Next, confront their self orientation. Show them how their conflict is creating silos and hurting the company's growth. Use the Accountability Chart to clarify their shared numbers. They must understand that marketing does not win unless sales wins, and vice versa.

Finally, force them to co create a single, shared Rock for the quarter that addresses the lead handoff process. This requires them to collaborate daily. Have them define the exact metrics for lead quality and response time together. By aligning their incentives and forcing them to work as partners on a shared goal, you lower their self orientation and replace defensive posturing with real collaboration.