Aligning Marketing and Sales:  Achieve Success Through Group Effort

Length: 2 days

Are Your marketing and sales teams—allies or adversaries?

“Salespeople care only about commissions!” “Marketers don’t know anything about real customers!” Don’t let culture, personalities and attitudes drive these two critical teams apart—and threaten the bottom line. Replace turf wars with team work with the tools to help marketing and sales collaborate, communicate—and conquer together! Achieve better customer relationships, product/service solutions that meet customer demands, superior speed-to-market performance and greater organisational competitiveness!

Who Should Attend

Mid- to senior-level marketing, sales and product executives, including managers and directors.  Note: Team participation of both marketing and sales professionals from the same company is suggested.

How You Will Benefit

·         Identify and maximise the interdependencies between marketing and sales

·         Understand the different perspectives that each team brings to the table

·         Effectively monitor and improve collaborative efforts between marketing and sales

·         Link the strategic nature of marketing with the tactical needs of sales to better utilise resources

·         Create a lead-generation strategy that encompasses marketing, sales and end-users

·         Achieve successful customer relationship management—the core of marketing/sales alignment

·         Bring to market customer-focused products and services with speed and efficiency

What You Will Cover

·         The need for, and benefits of, marketing and sales alignment

·         Marketing and sales perspectives: account vs. product/market focus…how marketing mix elements tie in to the sales process

·         CRM: moving from a product/service orientation to a customer orientation

·         Interdependency between marketing and sales

·         Tools and strategies that create linkages: performance planning systems, compensation, reporting processes, cross-functional marketing/sales teams, liaisons to coordinate interfaces and more

·         Moving beyond marketing/sales interface to create long-term customer value