By k | December 27, 2012 - 6:00 am - Posted in Marketing, Sales

In some companies,
sales and marketing operate separately.
They compete over resources.
They don’t communicate the same
company or product branding.

Which is unfortunate
because
a study by Aberdeen Group
reveals that 88 percent of the best companies
have implemented strategies
that align sales and marketing.

In a large beverage company
I worked in,
the salespeople would be responsible for customers
but they would also be responsible for products.

The marketing folks would lead
these cross-functional product teams
with EVERY department represented
(including human resources, finance, IT, etc).
The department representative
would report back to their department.

This aligned the entire company
and it also trained employees
to more easily move between departments
and to possibly lead the entire company.

When an entire company is aligned,
that’s a VERY powerful force.

This entry was posted on Thursday, December 27th, 2012 at 6:00 am and is filed under Marketing, Sales. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

Leave a Comment

Please note: Comment moderation is enabled and may delay your comment. There is no need to resubmit your comment.