Sales and marketing fusion to fuel sales growth
A Chartered Institute of Marketing 'Marketing and Sales Fusion' white paper has predicted the demise of separate marketing and sales departments within the next decade – but what of customer service?
The paper reflects on the history of marketing and sales, and considers the possible future direction of both disciplines, arguing that businesses that have integrated their sales and marketing functions have experienced significant benefits, while those retaining separate departments may be hindering their own growth by doing so. This article is copyright 2011 TheWiseMarketer.com).
- There has been a trend toward the separation of sales and marketing functions in businesses: this results in unnecessary competition and a detrimental impact on the business overall.
- Research demonstrates that companies with closely aligned sales and marketing departments are more competitive and more successful.
- A conceptual shift is required at the highest level of UK business. Both sales and marketing functions must abandon their 'silo' mentalities and embrace not just cooperation but union. Big businesses could have much to learn from SMEs, where sales and marketing are often integrated.
- Marketing evolved out of sales, and the two disciplines share many fundamental characteristics, so reuniting sales and marketing will bring benefits across the business.