Ending the War between Sales and Marketing
Summar
MBA
Marketing management
National University Lahore campus
Summary
Sales and marketing are separate function within an organization. When they work together they do not always get together. There are basic two reasons for strain between sales and marketing. One is economic and the other is cultural. The economic friction is caused due to division of budget between marketing and sales by the top management. Sale believes that marketing spend large money on pricing, promotion, and product which is not required, instead that money should be spend on hiring more sales people. Marketing criticize sales on spending large amount on free samples and commission and emphasize on short term benefits instead of long term. The cultural conflict between sales and marketing are even more entrenched because two functions hire different type of people who spend time in different ways. Marketers have more formal education, highly analytical, data oriented and project focused. They sit behind the desk focus on future and are ruthless with failure. Sales people in contrast, spend their time talking to existing and potential customers. They are skilled relation ship builders; want to keep moving and use to rejection which does not depress them.
It’s hardly surprising that these two groups of people find it difficult to work together. The two functions are very important to organization. When these work in coordination,
Organization shows improvement in different performance matrix. The coordination can be developed through integration and alignment of marketing and sales department as did IBM by integrating its sales and marketing groups to create a new group called channel enablement. In order to integrate the t ...