Bravo…you have done right by sales in the planning and execution of your latest integrated campaign.

You engaged with them early in the process to solicit guidance. You tapped into their market knowledge and intimacy with customers and prospects to create content. And you collaboratively developed a process to follow up and track leads.

Weeks have passed since the launch of the campaign and it is time to showcase the impressive results. You have achieved measurable outcomes. You have metrics. Get ready to bask in a celebration of a job well done.

So imagine the surprise when your presentation to the sales team is met with a curt coldness that cuts to the bone. What went wrong?

During an exclusive online chat I hosted last week my colleague Erica Pierson advised corporate marketers to steer clear of the “ta da” moment when reporting results to sales. Rather than a big reveal, Erica encouraged marketers to remain in consistent contact with the sales organization throughout the execution of a campaign.

This rhythm of internal communications will ensure alignment, set expectations and foster a closer working relationship.

Plus, the reporting function by marketers should be an ongoing source of strategic intelligence, rather than an artifact of past accomplishment.

It’s good advice from someone who has spent the better part of two decades in senior corporate marketing roles at innovative companies such as Monster, Hobsons and ICF International.