The Pitchers: Sales
Let’s say you have a new baseball team in town and it’s almost time for the first game of the season. Your sales force is ready to sell a variety of package deals for the season. However, there’s a major stumbling block as they prepare to approach potential buyers. No one knows about the package deals or even the date of the first game.
No one tipped the local sports writer or the local TV news of the upcoming grand opening game. What happened to the marketing department? There’s no marketing research, no publicity, and no idea where to begin targeting sales. Sales will flop and will make the sales department look bad, but it’s marketing’s fault since they didn’t do their job.
The Batters: Marketing
Let’s switch and see things from the marketing team’s view. They do a grand job of posting banners of the first …
Beware of the quick fix… Most organizations have been using band-aid approaches such as integrating data sharing or changing incentive compensation systems without looking at the whole picture. Stop the knee jerk reaction to solve it NOW. Take a breath and create a long-range plan to address a complex set of barriers.
Promote people who are cooperative team members… Some might say that sales and marketing “personalities” are two very different animals. They think differently and act differently and approach the same customers with very different points of view. Added to that is the unspoken habit they each have of “looking down” on one another.
When integrating these divergent cultures, have marketing and sales both report to the same department head. The simple proximity of people, with joint department meetings and problem solving teams, helps to break down barriers that no new technological fix could achieve. And then promote those …