All too often, organisations find that they have a marketing function inside sales, and a sales function inside marketing
The great divide between sales and marketing has been exacerbated by the recession, and the marketing camp seems to be losing the good fight.
This could very well be the turning point for both factions once they can appreciate what the other can bring to the table, and where marketing no longer needs to be the underdog. Rackham explains: “In the transactional sale, the tools you need to drive the business largely come from marketing, great advertising, databases, good collateral, the things that marketing traditionally produces are what drive the transactional sale.” Yet very often, the transactional sale comes under sales and therein lies the uneasiness.
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