Includes bibliographical references (pages 179-183) and index
Preface -- Introduction -- Working together to create value for customers -- Sales and marketing don’t always get along -- Taking a look under the hood of the interface -- Mending the rift between sales and marketing -- Assessing your sales-marketing interface -- Challenges to your sales-marketing interface -- Appendix. The sales-marketing huddle: workshop template -- About the authors -- Notes -- References -- Index.
In any company, sales and marketing are the two primary business functions that are focused on creating satisfied customers. Because of their complementary orientations and objectives, these two functions are ideally positioned for a fruitful, synergetic collaboration. Unfortunately, the practical reality in many companies is far removed from this utopia. Sales and marketing personnel fail to communicate effectively, resulting in misunderstandings, lack of communication, frustration, and sometimes even downright anger and sabotage. Instead of supporting each other in creating superior value for customers, sales and marketing fight tiresome internal battles that are a drain on profits, efficiency and customer satisfaction..