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

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Chapter 6

Challenges to Your Sales-Marketing Interface

In the previous chapter, we suggested a three-step approach, and an accompanying set of tools, that allow sales and marketing personnel to assess their relationship and identify the critical areas for improvement. The toolkit we presented will help you to pinpoint the key underlying elements that influence the interface, take the interface’s pulse on a regular basis, and get a sense of how your interface troubles affect the strategic processes in your company. As any practicing business manager is keenly aware of, companies navigate through myriad challenges on a day-to-day basis. Some of these challenges are foreseeable, while others come up without advance warning. Dealing with these challenges ...

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