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

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Introduction

Why the Interface between Sales and Marketing Matters and What We Will Do About It

Sheila and Brandon, the Chief Marketing Officer and Sales Director respectively, of the Generic Drugs Division of Sunshine Inc., a leading pharmaceutical firm in the United States, are both new to their jobs. Generic Drugs had a big organizational shake-up in April 2014 and Sheila and Brandon were brought in by the company CEO 6 and 8 weeks ago respectively, to lead their marketing and sales teams. Generic Drugs was getting ready for rolling out a new product in early 2015 and the first task for Sheila and Brandon was to develop strategic plans for 2015 for Generic Drugs. Because they had not personally met with everyone in their field sales organization, ...

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