| We see many companies still suffering from the | | | | single well-optimized function inside your company. |
| traditional struggle between the marketing silo and the | | | | Finding marketing and sales talent at the executive |
| sales silo inside their businesses. Is this happening in | | | | level that understands both disciplines is not an easy |
| your firm? It doesn't have to be that way. Frequently, | | | | task for the reasons that I mentioned before. It's often |
| marketing and sales spend too much time and energy | | | | difficult to find someone who has both marketing and |
| competing with each other for resources and a CEO's | | | | sales backgrounds, but it's essential. |
| attention, as opposed to taking a more enlightened | | | | One way to find someone who has a strong |
| approach: focusing on integrating their efforts in order | | | | marketing and sales background is to recruit people |
| to optimize the company's overall revenue growth. | | | | who have international sales and marketing |
| Why is this traditional rivalry so acute in so many | | | | experience. Why? People who've worked in |
| businesses today? Well for one thing, part of the root | | | | international sales and marketing often have been |
| cause stems from the fact that salespeople and | | | | forced to take a much more generalist view of |
| marketing often come up through different tracks of | | | | integrating those two functions than their counterparts |
| the company and are taught different skill sets. | | | | who work in North American sales/marketing. Finding a |
| Another reason is because they often vie for the | | | | talented individual who has a broader, more global view |
| same budget resources. As a result, sales and | | | | can provide a tremendous boost to your company, in |
| marketing people are sometimes suspicious of each | | | | terms of improving its ability to optimize its marketing |
| other and view themselves as competitors. | | | | and sales spending. When integrated properly, the |
| Salespeople believe that sales are the only solution for | | | | workflows between the two departments and |
| generating more revenue, and often times complain | | | | efficiencies that can be gained will drive more sales |
| about sales lead quality or promotional program | | | | leads in your door and more revenue to your top line. |
| effectiveness. On the other hand, marketing people | | | | So if your company has a problem with silos between |
| feel that they provide a much more efficient means | | | | marketing and sales, think about finding new |
| for capturing new customers at a lot lower cost, than | | | | enlightened leadership that can take a more holistic |
| salespeople. | | | | approach. Also, consider cross-pollinating and |
| What most companies fail to understand is the | | | | cross-training different people by rotating salespeople |
| integration of marketing and sales can be a very | | | | into your marketing department and vice versa, so that |
| powerful tool for transforming your company's | | | | they can develop a greater appreciation and |
| business. | | | | experience on the other side of the fence from where |
| If your company is looking to try to integrate its | | | | they traditionally have worked. This will help you to |
| marketing and sales department, you need to start by | | | | improve integration and team building between those |
| hiring or recruiting marketing and sales leadership that | | | | two groups within your company, and make you a lot |
| takes an enlightened, holistic approach to the two | | | | more effective. |
| disciplines and can integrate the interests of both into a | | | | |