Curious about misalignment between sales and marketing

Assignment Help Operation Management

Reference no: EM131743271

Write up 2 pages about the case below, including these elements (What is the main idea of the article?,What are you own personal thoughts, ideas, reflections?, How might apply the ideas in the article in practice? o Sharing personal experiences is a plus)

Sales departments tend to believe that marketers are out of touch with what’s really going on in the marketplace. Marketing people, in turn, believe the sales force is myopic—too focused on individual customer experiences, insufficiently aware of the larger market, and blind to the future. In short, each group undervalues the other’s contributions. Both stumble (and organizational performance suffers) when they are out of sync. Yet few firms seem to make serious overtures toward analyzing and enhancing the relationship between these two critical functions.

Curious about the misalignment between Sales and Marketing, the authors interviewed pairs of chief marketing officers and sales vice presidents to capture their perspectives. They looked in depth at the relationship between Sales and Marketing in a variety of companies in different industries. Their goal was to identify best practices that could enhance the joint performance and increase the contributions of these two functions. Among their findings:

The marketing function takes different forms in different companies at different product life cycle stages. Marketing’s increasing influence in each phase of an organization’s growth profoundly affects its relationship with Sales.

The strains between Sales and Marketing fall into two main categories: economic (a single budget is typically divided between Sales and Marketing, and not always evenly) and cultural (the two functions attract very different types of people who achieve success by spending their time in very different ways).

In this article, the authors describe the four types of relationships Sales and Marketing typically exhibit. They provide a diagnostic to help readers assess their companies’ level of integration, and they offer recommendations for more closely aligning the two functions.

Reference no: EM131743271

Questions Cloud

Changing an individual basic decision-making style : What is your opinion about the possibility of significantly changing an individual’s basic decision-making style?

Factor in contributing to low morale and high turnover : Span of control is not an output derived from the territory alignment process. Poor alignment is not a factor in contributing to low morale and high turnover.

Social responsibility obligations for dealing with problem : Should you, as a leader of a mobile phone service provider, have social responsibility obligations for dealing with this problem?

Leaders should be able to adjust their style to situation : Some theorist suggest that leaders should be able to adjust their style to the situation in which they find themselves.

Curious about misalignment between sales and marketing : Curious about misalignment between Sales and Marketing, authors interviewed pairs of chief marketing officers and sales vice presidents to capture perspectives.

What is the probability of generating a defect : A production manager at Ultra Clean Dishwashing Company is monitoring the quality of company’s production process.What is the probability of generating a defect

Chili cheese was de facto corporation : Miranda’s personal interests were commingled with Chili Cheese’s corporate goals. Chili Cheese was a de facto corporation.

What types of factors would have to be considered : Can the discussions you had with the other party be brought to court? What types of factors would have to be considered??

What is the supply chain strategy of the organization : What is the supply chain strategy of the organization? Discuss how the supply chain is managed.

User Account

All Pages