Growth or Bust

Chapter 8Growth Through Innovations in Marketing

Synergizing and Echeloning Your Marketing and Sales Teams

All too often there is a wall of separation between marketing and sales departments, and that wall can frequently be a root cause of a company’s failing performance. While facilitating turnarounds and gearing up for an accelerated growth mode, you must destroy that wall and bring these two groups as closely together as possible. Stories abound of marketing efforts that the sales team abhors and rebel against embracing. “They have no idea what we need in sales” is a common lamentation. And marketing departments often challenge, “Just what do they do all day, and why don’t those idiots follow up on these qualified leads we’ve paid good money ...