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

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Chapter 5

Assessing Your Sales-Marketing Interface

A Three-Step Interface Assessment Process

In Chapter 3 we looked under the hood of the sales-marketing interface and identified a range of potential causes of dysfunctional interfaces, ranging from individual differences to misaligned organizational systems and processes. We followed this in Chapter 4 by outlining a broad spectrum of solutions that companies may put to use to deal with these root causes and improve their sales-marketing interfaces. These solutions exist at three levels: The sales or marketing function, the interface, and the company. Thus, we used a very large canvas to paint the sales-marketing interface in great detail, warts and all.

However, as a manager in a company, how ...

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