The Root of the Problem: Sales and MarketingThe Root of the Problem: Sales and Marketing

The lack of alignment between Marketing and Sales departments within a company although frequent, is ultimately detrimental to success. On the flip side, when Sales and Marketing work well together, companies see substantial improvement on important performance metrics such as their sales cycles are shorter, market-entry costs go down, and the cost of sales is lower. The lack of alignment between Marketing and Sales departments within a company although frequent, is ultimately detrimental to success. On the flip side, when Sales and Marketing work well together, companies see substantial improvement on important performance metrics such as their sales cycles are shorter, market-entry costs go down, and the cost of sales is lower.

The two main sources of friction between these two entities are economic and cultural. The economic friction is generated by the need to divide the total budget granted by senior management to support Sales and Marketing. The constant disagreement arises from differing views on how to spend money regarding pricing, promotion and product.

The cultural aspect has to do more with the type of people who work the two different jobs. Marketers are highly analytical, data oriented, and project focused. Marketers make all of their decisions regarding building a competitive advantage for the future behind a desk, rather than out in the field. While Salespeople actually spend their time interacting with current and potential customers. They are used to rejection, live for closing a sale and are skilled relationship builders. With these different personalities, it is not surprising that they rarely work well together; however, it is important that these groups try and overcome their individual differences, so that the company can achieve greater success.

The two main sources of friction between these two entities are economic and cultural. The economic friction is generated by the need to divide the total budget granted by senior management to support Sales and Marketing. The constant disagreement arises from differing views on how to spend money regarding pricing, promotion and product.

The cultural aspect has to do more with the type of people who work the two different jobs. Marketers are highly analytical, data oriented, and project focused. Marketers make all of their decisions regarding building a competitive advantage for the future behind a desk, rather than out in the field. While Salespeople actually spend their time interacting with current and potential customers. They are used to rejection, live for closing a sale and are skilled relationship builders. With these different personalities, it is not surprising that they rarely work well together; however, it is important that these groups try and overcome their individual differences, so that the company can achieve greater success.

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