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Sales and Marketing: Align, Define and Make Money
The word misalign is defined as, “positioning or arranging something improperly in relation to something else.” Sounds like too many sales and marketing departments in corporate America.
Sales and Marketing: Align, Define and Make Money
The word misalign is defined as, “positioning or arranging something improperly in relation to something else.” Sounds like too many sales and marketing departments in corporate America. Even though the two departments share the same corporate office, the approach to engaging potential clients and existing customers is often disjointed. Here are six key areas of misalignment that cost companies lots of money each year:
1. The marketing message doesn’t match the customer’s need.
Sales managers need to ask the marketing department to join their sales teams on daily calls and meetings. Marketing surveys and focus groups are good for research, but meeting with prospects and customers at their place of business is better. “Ride-a-longs,” as we call them in sales, is the best place for identifying needs and gaps in the company’s product/service offering. It’s the day-to-day interaction with ...
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