Mending the Rift Between Sales and Marketing
From Problems to Solutions
In Chapter 3 we looked under the hood of the sales-marketing interface and identified a range of potential causes of dysfunctional interfaces. We then proceeded to classify these root causes into five categories: (1) different subcultures in sales and marketing, (2) different backgrounds of the individuals involved in the interface, (3) sub-optimal organizational structures, (4) a lack of joint activities and interaction, and (5) misaligned organizational systems and processes. In this chapter we will present solutions that a company may implement to deal with these root causes and improve its sales-marketing interface. While there is a broad range of solutions ...