For many years, I held firmly to the belief that salespeople should
report to marketing people. I don’t believe that anymore. I’ll
probably lose my membership in the American Marketing Association for
saying so. Regardless, it’s clear to me that marketing and sales
groups share a symbiotic – maybe even mutually-parasitic
relationship.While marketers may develop product, branding or
promotional strategies, the success of those strategies depends heavily
on good execution from salespeople. At the same time, salespeople
are often able to identify market trends before marketers. Salespeople
depend on marketers to create sound strategies. Marketers depend on
salespeople to make them work.
Since bloggers love lists – especially
this time of year – let’s list the ways marketers and salespeople work
together (or not).
Forging a strong, cohesive relationship between marketing teams and
sales teams is critical to business success. Without a hand and glove
connection between them, businesses risk missing market opportunities,
spending excessively on ineffective campaigns and alienating
Marketers, hug a salesperson today.