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Sunday, 19 September 2010

Sales and Marketing Integration.

Having consulted for the Last 20 years, at more than 100 organisations.  From Mega Corps. to Small Owner/Manager Business, in sectors ranging through Energy, Telco’s and Airlines to Food Growers and Retailers, Furniture Manufacturers and House Builders.  It still amazes me the number of Poor Performers due to disintegrated Sales and Marketing. Good Product, Good Market, and Good Channel but they do not perform!

I have over the years developed ‘categories’ for the Sales and Marketing relationship:

Divorced, they have taken new partners like R&D or Product Production or Customer Service.
They do not talk, they try never to meet and they blame one another for the poor performance.
This cannot work.

Separated, still living at the same address, but they do not talk.
When they accidently meet then it is conflict or conflict resolution, NEVER collaboration.
They are going to divorce.

Married, but take each other for granted. Regular meetings (this month’s agenda is last month’s minutes). They use similar language ‘leads’, ‘pipeline’, ‘Value Propositions’ and ‘Unique Selling Points’ – but have completely different understanding as to what the words mean!
They avoid disputes by rules and guidelines.


The Happy coupleNewly Married, enjoy joint planning,
flexible boundaries and joint events.
Their talk is of Products, Promotions, Pricing,
Sales Channels and Systems.
It is working through their own hard work.

Fully Integrated Sales and Marketing:
Shared Language & Training
Regular Meetings, Joint Sales Visits, Shared System,
Joint Performance Measurement & Joint Rewards –
mutual responsibility for success.



Fully integrated Sales and Marketing WORKS and it doesn’t seem to matter if it is Sales led or Marketing driven, one leader or two.


It is always Customer Centric, it is a Set of Behaviours,
an Attitude and Shared Values.

It ROCKS! Now look at your Sales and Marketing, what is their status?

BMAC runs ‘Market Workshops’ to integrate Sales and Marketing,
successful behaviours, using a combined Sales and Marketing System,
Joint Performance Measurement from Enquiry to Close. 
Learn how to create the right attitude by sharing right values.

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