Chapter 2

Sales and Marketing Don’t Always Get Along

The Sales–Marketing Interface is the Key to Strategic Success

As we discussed in the previous chapter, customers in today’s connected and hypercompetitive marketplace do not look to their sellers’ sales and marketing personnel to simply deliver new products and services. Instead, they expect these customer-facing employees to co-create and deliver a differentiated, sustainable value proposition that addresses the core problems they are dealing with in getting a specific job done. Over the years, the roles of sales and marketing personnel have changed. Today’s sales and marketing personnel are increasingly expected to participate in strategic and operational activities, respectively; a far cry ...

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