![]() This could be a script for a movie, but unfortunately, while not this extreme, it is reality for many companies. The dissonance between marketing and sales departments or even individuals is an issue, which can severely undermine your frontline effectiveness and your overall company performance. There are ways to address these issues; but quite often, these paths lead through political minefields or into clashes of different business beliefs. Is your sales and marketing force effective?Here are a few questions you could ask yourself or your team to get a feeling if there are sources that could affect your efficiency:
The problemIn 2007 the AMA approved the following definition: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.” This means that marketing is in charge of everything! Undeniably, marketing has a very broad role in almost every company.The broad range of responsibilities also lead to misconceptions and here are some typical ones:
Improving the sales and marketing cooperation and frontline effectivenessHere is a list to get you started:
Sales and marketing civil wars are counterproductive and lower your frontline effectiveness. Its roles are intertwined and heavily dependent on each other. An ineffective frontline affects your revenues, market share, growth plans, customer insight, customer satisfaction and much more. Hence, sales and marketing effectiveness should be high on the priority list of every mid- and high level sales and marketing leader, if not on the executive management’s agenda. © 2011 EnFeat |
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