The traditional sales and marketing organization is dysfunctional.
Especially when executing marketing campaigns. There are three primary
issues:
1) focus on rigid, hierarchical command and control,
2) emphasis on
creative over strategic competencies, and
3) cultural differences
between sales and marketing archetypes.
These issues result in marketing campaigns that are unaccountable
and ineffective. Marketing managers typically talk in terms of brand,
awards, reach, frequency, impressions and clippings. Sales managers
typically talk in terms of wins, share, revenue, margin and quotas. The
language and culture of these two groups are as different as are their
motivations and rewards which destroys unit cohesion and leads to
isolation.
The isolation is worsened by command and control doctrine
that favors predictable, static situations driven by a centralized
hierarchy. Marketing intelligence skills are critical competencies
missing from traditional sales and marketing organizations. The
inability to generate actionable intelligence results in disorientation
and uncoordinated efforts.
Effective coordination is made possible by
orientation – the process of converting intelligence into effective
strategy and tactics. New doctrine driven by intelligence and designed
for unpredictable, rapidly changing situations is required for truly
effective marketing campaigns. vSente’s revenue engine aligns sales and marketing organziations in order to optimize demand generation.
According to the just released CMO Council ’07 Outlook Report:
o Alignment of marketing with sales and demand generation is a top priority. Restructuring to achieve this integration was by far the most frequently mentioned accomplishment of marketers in 2006, named by 46 percent of respondents and 76 percent of those from companies with revenues above $500 million.
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FOR MARKETING MANAGERS ONLY: Free 3-Day Pass to vSente’s Armory – Tool, techniques, wizards and manuals. Create a more effective and accountable
marketing organization. Convert your MARCOM department into a ROI
driven revenue engine. Also, click the links for information on our campaigns and workshops.