Creating Effective Sales and Marketing Relationships

CHAPTER 6

Managing the Sales and Marketing Interface

Introduction

We have seen in the previous chapter how collaboration between sales and marketing functions is critical in building trusting relationships between sales and marketing, and the customer. Sales and marketing also create the environment where the organizations vision and value proposition are communicated to their customers. This chapter will look at the role that senior managers play in building collaborative sales and marketing relationships.

Motivating Collaboration

One of the key questions for senior managers is how to manage cross-functional interactions. As functional groups have become more specialized in their roles the reality of “silo working” has been created in many organizations. ...