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.
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©2006 by the President and Fellows of Harvard College, All Rights Reserved; (P)2006 Audible Inc.