Creating Effective Sales and Marketing Relationships

CHAPTER 1

The Sales and Marketing Interface

Introduction

The relationship between sales and marketing personnel has presented a number of challenges for many organizations. Even organizations that have integrated sales and marketing activities have experienced tensions. Over the past few years there have been many and varied debates around this topic, but still stories continue about poor support from marketing and misuse of marketing materials by sales. However, whichever side of the debate you are on there are a number of views to consider, and no one has yet come up with the ultimate solution.

Creating Customer Value

Marketing is concerned with the process of “creating, communicating and delivering value to customers and for managing customer ...