Marketing and Sales Integration

Marketing and Sales are two critical disciplines for an organization’s success. Marketing emphases on broad demographic and market trends, trying to position the company for the future, whereas Sales focuses on the present, but often relies on tactics that worked in the recent past to make the next sale.

In many organizations, we do not find alignment between these two departments. Both the departments are found preoccupied with their own tasks with low awareness of what each other is doing. Often they work on conflicting KPIs. For example, while deciding on price & discounts of a product, Marketing wants Sales to sell at a right price, whereas Sales favours lower price to sell the product easily. Marketing tries to explain Sales that research has shown deep discounting causes the consumer to believe that something is wrong and thereby reduces the quality perception, whereas Sales opposes this concept and wants selling through discounted price.

To make Marketing and Sales work together better, active involvement of management is absolutely critical. There are several steps to create better alignment between these two departments. The attached document clearly explains the steps of integration.

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