One of the most common themes I hear in conversations with sales teams is that collaboration—real, productive collaboration—doesn’t happen nearly as often as it should. Marketing builds resources sales doesn’t use. Product rolls out features that don’t get communicated clearly to customers. Operations creates processes that frustrate sellers instead of enabling them. And sales, in turn, sometimes operates in a silo, focused only on quota and immediate pipeline needs.
When we work this way, everyone loses. But when we open up lines of communication, when we choose to collaborate proactively, the results ripple across the organization. That’s where Carefrontation comes in.
Carefrontation is about being direct, honest, and constructive in a way that shows you care about the other person’s success as much as your own. It’s not “avoiding conflict to keep the peace,” and it’s not “brutal honesty that leaves damage in its wake.” Instead, it’s creating an environment where truth and accountability can flow without tearing down relationships.
For sales talent, this mindset is powerful because success isn’t only about hitting your number—it’s about building systems of support that make you, your customers, and your company more effective. And that requires collaboration across teams.
Here are five actionable ways you can use Carefrontation to increase collaboration between teams:
1. Invite Other Teams Into Your World
Collaboration doesn’t happen if people don’t understand each other’s challenges. Reach out to marketing, product, or operations and invite them into a sales call, pipeline review, or customer meeting. Frame it with Carefrontation: “I know you’re working hard to build resources we can use. I’d love for you to hear directly what prospects are asking for so we can align better.”
By caring enough to open the door and being direct about why, you set the stage for shared understanding.
2. Ask for Feedback Beyond Sales
It’s easy to only ask your manager or peers for feedback. But what if you asked your marketing partner, “How could I better leverage the content you’re creating?” or asked a customer success manager, “What do you wish I did differently during handoff?” These questions show humility and care, while also being direct about your desire to improve collaboration.
3. Share Customer Insights Proactively
One of the biggest complaints from other departments is that they don’t hear enough from sales about what customers are saying. Use Carefrontation to build a habit of sharing—not just wins, but also objections and gaps. “We’re hearing X from customers, and I think it’s something we should address together.” That’s not blame; it’s collaboration rooted in caring about the company’s success.
4. Challenge Silos With Curiosity
When you encounter a wall between teams, don’t just shrug. Use Carefrontation to ask: “I want to make sure I understand—can you walk me through why this process is set up this way?” A curious, caring tone helps you challenge inefficiencies without creating defensiveness. Sometimes, just asking the question uncovers opportunities to streamline and partner better.
5. Celebrate Cross-Team Wins Publicly
When collaboration works, shout it out. Carefrontation isn’t only about addressing gaps—it’s also about highlighting what’s going well. Post in your internal channels: “Thanks to the product team’s quick updates, I was able to close a deal this week that hinged on feature X.” By showing you care enough to recognize others, you reinforce the value of collaboration and encourage more of it.
Closing Thought
Carefrontation builds bridges where silence or frustration might otherwise build walls. It enables us to be both candid and compassionate, which is exactly the balance needed to break down silos and foster true collaboration across teams.
For salespeople, this isn’t optional—it’s essential. The best sellers aren’t just lone wolves chasing quota. They’re the ones who leverage the full power of their organization by collaborating, aligning, and speaking the truth with care.
So here’s the challenge: Where’s one place you can practice Carefrontation this week to improve collaboration with another team? Try it—and watch how quickly new opportunities open up.
