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 ...