Creating effective sales and marketing relationships /
The aim of this book is to discuss how corporate sales and marketing functions can operate collaboratively. Although effective sales and marketing interactions are critical to achieving organizational goals, their practical working relationship is frequently described as being unsatisfactory. Sales...
| Main Authors: | , |
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| Format: | eBook |
| Language: | English |
| Published: |
New York, New York (222 East 46th Street, New York, NY 10017) :
Business Expert Press,
2015.
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| Edition: | First edition. |
| Series: | Selling and sales management collection.
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| Subjects: | |
| Online Access: | Click to View |
Table of Contents:
- 1. The sales and marketing interface
- Creating customer value
- Operation of the sales and marketing interface
- Collaboration verses integration
- The changing role of sales
- The changing role of marketing
- 2. Crises in working relationships between sales and marketing
- Growth or conflict
- Barriers to collaboration
- Organizational barriers
- Location barriers
- Inconsistent processes
- Competing for resources and budgets
- Informational constraints
- Outcomes of conflict between sales and marketing
- 3. Alignment and effective working relationships in lead generation
- Aligning sales and marketing
- Process alignment
- Lead generation and the sales funnel
- Consultative selling
- Effects of e-marketing
- Selling direct through the web
- How should sales and marketing work together?
- 4. How should sales and marketing
- What is communication?
- Building market information systems
- Joint planning
- Communicating with the customer
- New product development
- 5. The role of sales and marketing in customer relationships
- Customer focus and relationship building
- Trust between buyers and sellers
- Value co-creation
- 6. Managing the sales and marketing interface
- Motivating collaboration
- Integration mechanisms
- Cross-functional meetings and joint planning
- Cross-functional teams
- Cross-functional training
- Job rotation
- Rewards alignment
- 7. Optimizing the sales and marketing interface
- Structure and process
- The role of learning in collaborative behavior
- Customer value
- Practical integration
- Management role
- Five key points in the sales and marketing collaboration
- References
- Index.