Marketing & Sales > Sales and Marketing
Sales and Marketing: Leveraging Specialization and Collaboration |
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| Key Benefits |
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Learn why the complex work of a customer-facing organization leads to the need for Sales and
Marketing specialization |
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Develop an appreciation for how specialization of Sales and Marketing increases overall effectiveness while creating diverging thought worlds, and
coordination and collaboration challenges
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Discuss strategies to leverage the strengths of Sales and Marketing while overcoming points of conflict by focusing on customer value and company success |
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Tailor Sales and Marketing coordination solutions to specific business models and environments |
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In today’s environment of eroding demand, rising customer expectations,
intense competition, and downsizing, teamwork between Sales and
Marketing for strategy and execution is essential. Sales and Marketing
are often in conflict. “Sales is not following the plan,” and “Marketing is
coming up with impractical customer strategies,” are examples of common
complaints. But, when Sales and Marketing communicate and collaborate
successfully to harness their specific strengths, both customer value and
company value are enhanced. Sales achievement is indeed a team sport. This program explores the roles of Sales and Marketing, the value each function adds, and the unique challenges each function faces. The program explores how to leverage alignment of Sales and Marketing to increase sales success.
View the program faculty
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Who
Should Attend
This program is designed for upper- and upper-middle-level Sales and
Marketing managers. The program benefits those who help to plan and implement sales force and marketing decisions. Companies seeking to create more balanced Sales and Marketing organizations could
benefit from this program.
Team Attendance
Companies will find it especially helpful to send representatives from both Sales and Marketing to learn together, work on company-
specific problems at the program, and return to their organizations with a shared vocabulary, experience, and change agenda to apply
when they return to work. Special study groups, pricing, and other arrangements are available to companies sponsoring a full team of participants.
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