Many businesspeople use the terms “sales and marketing” as if they complement one another as agreeably as peanut butter and jelly, but that is rarely the case. In the same way many executives hold the title of “VP of Sales and Marketing,” yet we often find that they will lean strongly toward one or the other discipline. Everyone would agree that both of these functions are critical within every organization and at times must be managed on an individual basis. While many companies seem to achieve some kind of acceptable balance between sales and marketing it is often reminiscent of the way cats and dogs tolerate one another’s presence in the same household. Yet imagine how powerful these forces could be if they truly DID collaborate and attempt to complement one another.
Improving the disconnect between marketing and sales doesn’t need to be complicated. Both teams are working towards increased market advantage. While it is a fact that a minimum of 50% of sales reps currently do not fulfill their quota requirements; this statistic is being partly caused by a global marketplace with heavy competition for an already Internet-savvy consumer. The answer, then, as evidenced by the success of technology companies, may be found in the combination of old and new–by employing sound principles of viral marketing and communication supported by the benefits of new and ever an improving internal culture.
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