I am writing this post already knowing the answer. What surprises me though is the number of organisations I have either worked for in the past or witnessed first hand, that just don’t subscribe to Sales/Marketing harmony.
In my opinion Sales and Marketing must be hand in hand. They are however, in most instances 2 different character sets and it’s this that often creates the divide. To have a truly successful Marketing team the first thing you need is buy-in from the top. The MD or CEO of the business must believe in marketing and its worth. If he or she doesn’t then you may just be fighting a losing battle. I have worked for organisations where the MD saw the marketing department as a support function, the team that puts collateral together, organises events, writes press releases etc etc. Marketing departments should drive business’s, not support them.
If you are running or working in a marketing team ask yourself if you are truly driving the following:
– CRM strategy
– Lead generation
– Web and Social
CRM is often managed by IT (here is why it shouldn’t be [INFOGRAPHIC]).
Propositions are usually led by product marketing or sales, Marketing must understand consumer demand and how to fulfil it.
Lead generation is often dictated by Sales.
Websites are also managed by IT departments in some organisations.
All of these functions (together with the general support functions Marketing provides) should be driven by Marketing. However, it’s not until the marketing team are fully engaged with sales that this can happen. I am fortunate enough to be working for a company that buys in to marketing and gives me the freedom and flexibility to manage the marketing function properly.
Ask yourself if you are really driving the company forward through your marketing team. If you are, great, if not then you need to find some answers.