most of the organisations I come across,
there is a strong undercurrent of Sales
Vs Marketing. Unfortunately in many cases
its not a healthy type, but more of an
adversary.This type of relationship slowly
corrodes the atmosphere & is not conducive
for a healthy growth of the organisation.
Lets look at common causes of this situation
& what you can do about it.
Cause 1: Marketeers generate bad leads.
give enquiries which are unqualified,
Experience: When Sales people complain,
the marketeers make it personal &
accusing the sales team of not knowing
how to sell.
Solution? Fire any marketeer who
cant consistently provide leads
that the sales team - with its current
skill set - cant sell to.
Cause 2: Marketeers force IT on Sales.
expects the sales team to enter exhaustive
customer data into the CRM system.
Experience: The sales team is aware
that most of that data does not help generate
Solution? Modify the sales IT
so that it always increases the amount
of time that sales reps can spend on selling.
Cause3: Marketeers waste resources.
tend to expend money on fancy brochures,advertisements,&
exhibitions where absence is felt but
not the presence!
Experience: The more money thats
spent on Marketings activities,
the less money is available for discounts
Solution? Get the sales team to
develop budget for all marketing activities.
4: Marketeers try pose as strategy
think theyre strategist & are
responsible for directing all activities
throughout the company.
Experience: Markeeters try to
Solution? Performance review of
the marketeers should be based on the
activities, which are measurable, monitorable
5: Marketeers feel theyre driving
see selling as only one element in a grandiose
Experience: Sales know that marketing
is only a service function to the sales
team, which makes their behavior annoying.
Solution? To inform that Marketing
is supporting to Sales by making marketing
reporting to sales function.
6: Marketeers are goaled on deliverables.
get remuneration when they produce enquiries,
brochures and ads, even if none of these
activity results in a single sale.
Experience: If salespeople dont
make sales, they dont get paid.
Solution? Define goals and compensate
Marketing on the ability of the Sales
team to generate revenue and profit from
7: Marketeers think selling is easy.
think that they can create so much quality
demand that selling will be a just a formality
of taking orders.
Experience: Most of the marketing
promotion activities dont create
demand, especially in B2B, where customers
generally ignore ads and collateral.
Solution? Ensure marketeers make
sales calls for say 5 days a month &
they will understand how hard it is.
8: Marketeers want to eliminate Sales.
are taught in business school (except
honorable few !) that good marketing
can make a sales force unnecessary.
Experience: Unless a product is
a fit & forget commodity, a sales
rep is always a necessity. Especially
Solution? Make it clear in the
objectives of the marketing team that
they are there to support the sales team,
not to replace it.
9: Marketeers try to look down upon everybody
else, especially Sales
often have business degrees, which makes
them think theyre better than sales
reps who dont need a degree to sell.
Experience: Business degrees are
generally of no use, unless backed with
a good field experience.
Solution? Require MBAs to spend
at least six months in Sales before being
allowed to work in Marketing.
So what's the situation in your organisation?
meet & see how we can address the