First Business

November 07, 2011

Sales: How the Rift Between Sales and Marketing Undermines Reps

It’s no secret that sales and marketing executives don’t always see eye to eye.

In a recent Corporate Executive Board survey, sales executives’ top terms for their marketing colleagues included "paper pushers," "academic," and perhaps worst of all, "irrelevant." On the other hand, marketing executives called out their sales counterparts as "simple minded," "cowboys," and flat out "incompetent." Strikingly, across several hundred sales and marketing responses, a full 87% were negative.

Management has long called for sales and marketing to bury the hatchet, but the requests often lack urgency and are generally met with indifference. That must change.

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