Ending The War Between Sales and Marketing.

Philip Kotler, Neil Rackham and Suj Krishnaswamy.

Moving Up

INTRODUCTION

Study focused on establishing a relationship between Sales & Marketing. Companies considered were :
Heavy equipment co Materials Co. Financial Services co. Medical Systems co. Energy co.

Findings:
Marketing function takes different forma in different co. for different stages of PLC Strains fall into two categories: Economic & Cultural. Companies can assess the quality of the relationship and can take practical steps to move the two functions into a productive relationship.

Different Roles of Marketing.

ORGANISATIONS BRANDING

LARGER BUSINESSES SMALL BUSINESSES No formal marketing group. Ideas from managers. Equate marketing with selling. Work with outside agencies on advertising. Tackles higher level tasks like segmentation. Marketing works more closely with other departments. Brand>Product Marketing led Company.

Realize there is more to marketing than the 4Ps. Effective Marketing= people skilled in STP. Marketing and Sales compete for funds. Marketers=Long term strategy. Salespersons =Individual & group sales.

Why Cant They Just Get Along?

TWO SOURCES OF FRICTION:

Generated by the need to divide the total budget. Marketing Group wants Sales to sell the price. Sales people favor lower prices. Marketing-retail prices. Salestransactional prices. PROMOTION COSTS.

Attract different people. Marketers- highly analytical, data oriented and focused, but it does not look like action to people in sales.. Sales-Generate potential customers, know what will fly & what will die. Used to rejections. Live on closing the sale.

ECONOMIC

CULTURAL

Four types of relationships.

Independent. Pre occupied. Meetingsconflict resolution.
UNDEFINED. DEFINED

Set up processes and rules. Stick to own tasks. Reflective meetings.

Clear boundaries exist, they're flexible. Joint planning and training. Confer with each other.

ALIGNED

INTEGRATED

Boundaries become blurred Focus on strategic and forward thinking. rise or fall together