In a year when blamestorming meetings have become all the rage to identify who is most responsible for weak performance and therefore most likely to end up in the unemployment line, the relationship between sales and marketing is more tense than ever. One newly named CEO said it best, noting that while his sales and marketing teams are working under the same roof, they were separated by distinct departmental walls and working different plans to achieve the same bottom line results for the organization. With a background in both sales and marketing, and a fresh perspective, he sees organizational realignment as a number one priority.
Even if you’re not in a position to suggest calibrations to the team structure, you can still do your part. Before launching any new PR campaign, pull together cross-organizational teams of sales and marketing executives to achieve buy-in and mutual understanding. Bringing these diverse teams and their unique marketplace experiences together will help turn their cultural differences into a strategic advantage.
Luke Lambert, president and managing director, Gibbs & Soell