Creating Effective Sales and Marketing Relationships

CHAPTER 2

Crises in Working Relationships between Sales and Marketing

Introduction

There are a number of barriers to the successful operation of the sales and marketing interface. These have been summarized as problems generated as marketing has become separated from the sales function. Friction can be caused by a number of factors including, the allocation of resources and how these resources are used, conflicting goals set by senior management, misunderstanding of each others’ roles, and the lack of high quality interaction. This chapter considers some of these barriers in greater depth.

Growth of Conflict

Conflict is perhaps not the right word to categorize the sales and marketing relationship because most sales and marketing staff would say ...