عنوان مقاله [English]
n too many companies, Sales and Marketing feud like Capulets and Montagues. Salespeople accuse
marketers of being out of touch with what customers really want or setting prices too high. Marketers
Result? Poor coordination between the two teams—which only raises market-entry costs, lengthens
sales cycles, and increases cost of sales.
How to get sales and marketing teams to start working together? Kotler, Rackham, and Krishnaswamy
a new relationship between
with the right degree of interconnection
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
having them share
and rewards and embedding marketers
deeply in management of
Create the right relationship between Sales and Marketing, and you reduce internecine squabbling,
enabling these former combatants to boost top- and bottom- line growth, together.