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

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Chapter 4

Mending the Rift Between Sales and Marketing

From Problems to Solutions

In Chapter 3 we looked under the hood of the sales-marketing interface and identified a range of potential causes of dysfunctional interfaces. We then proceeded to classify these root causes into five categories: (1) different subcultures in sales and marketing, (2) different backgrounds of the individuals involved in the interface, (3) sub-optimal organizational structures, (4) a lack of joint activities and interaction, and (5) misaligned organizational systems and processes. In this chapter we will present solutions that a company may implement to deal with these root causes and improve its sales-marketing interface. While there is a broad range of solutions ...

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