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Improving Sales and Marketing Collaboration by Wim Biemans Viemans, Avinash Malshe

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Chapter 3

Taking a Look Under the Hood of the Interface

A Wide Range of Problems

As we have shown in the previous chapter, the interaction between sales and marketing leaves a lot to be desired in many companies. When sales and marketing fail to communicate effectively and work at cross-purposes, it not only leads to a dysfunctional interface but also results in inefficiencies and missed opportunities. In this chapter we take a closer look under the hood of the sales-marketing interface, to see what fails to make it run smoothly. What are the most common problems between sales and marketing? What causes these problems? What does this mean for a company’s business performance? And how does all this depend on the type of company?

Companies with ...

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