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Ending The War Between Sales and Marketing (Harvard Business Review) by Philip Kotler, Neil Rackham, Suj Krishnaswamy, Harvard Business Review |
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Ending The War Between Sales and Marketing (Harvard Business Review)
Publisher: Harvard Business School Publishing
Author: Philip Kotler, Neil Rackham, Suj Krishnaswamy, Harvard Business Review
Audio lenght: 32 min.
Sales departments tend to believe that marketers are out of touch with what's really going on in the marketplace. Marketing people, in turn, believe the sales force is myopic - too focused on individual customer experiences, insufficiently aware of the larger market, and blind to the future. In short, each group undervalues the other's contributions. Both stumble (and organizational performance suffers) when they are out of sync. Yet, few firms seem to make serious overtures toward analyzing and enhancing the relationship between these two critical functions. - From the July/August 2006 special Sales issue of Harvard Business Review.
More details on Ending The War Between Sales and Marketing (Harvard Business Review)
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