Do you really need an integrated sales and marketing function?

Climbing a Mountain

Way back in 2006, 11 whole years ago, eeekkk! Kotler, one of the worlds most renowned academics in the marketing field got together with Rackham and Krishnaswamy to explore the relationships between sales & marketing.

After concluding that the two functions fought like the Montagues and the Capulets, a framework defined four different types of relationships between sales & marketing. We interpret these four levels of interconnectivity to give you the pros and cons of the fully integrated and the independently defined.

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The Sales & Marketing Relationship – Making the Relationship Work

Last week we spoke about why your sales function needs to be in your marketing meetings. This week we will be speaking about how we make these functions work and the strategies behind the successful sales and marketing relationship.

To kick-start here are two simple ideas to stop guns at dawn around the conference table:

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