Christiaan Janssens
Executive Coach
CRO @ Spa Akwa Belgium
zaterdag 10 augustus 2013
dinsdag 6 augustus 2013
The War between Sales and Marketing
The War between Sales and Marketing (and how to end it).
In too many
companies there is a fight between Sales and Marketing. Salespeople accuse
marketers of being out of touch with what customers really want or setting
prices too high. Marketers insist that salespeople focus too much on individual
customers and short-term sales at the expense of longer term profits. The
result is poor coordination between the two teams which only raises
market-entry costs, lengthens sales cycles, and increases cost of sales.
How to get
your sales and marketing teams to start working together? Kotler, Rackham, and
Krishnaswamy recommend crafting a new relationship between them, one with the
right degree of interconnection to tackle your most pressing business
challenges. For example, is your market becoming more commoditized or customized?
If so, align Sales and Marketing through frequent, disciplined cross-functional
communication and joint projects. Is competition becoming more complex than
ever? Then fully integrate the teams, by having them share performance metrics
and rewards and embedding marketers deeply in management of key accounts. Create
the right relationship between Sales and Marketing, and you reduce squabbling,
enabling these former combatants to boost top and bottom line growth, together.
How
interconnected should your Sales and Marketing teams be? Determine their
existing relationship, then strengthening interconnection if conditions
warrant.
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