CONVERTING YOUR SALES AND MARKETING ORGANIZATION INTO AN ATTACK ENGINE

The traditional sales and marketing organization is dysfunctional. Especially when executing marketing campaigns. There are three primary issues:

1) focus on rigid, hierarchical command and control, 2) emphasis on creative over strategic competencies, and 3) cultural differences between sales and marketing archetypes.

These issues result in marketing campaigns that are unaccountable and ineffective. Marketing managers typically talk in terms of brand, awards, reach, frequency, impressions and clippings. Sales managers typically talk in terms of wins, share, revenue, margin and quotas. The language and culture of these two groups are as different as are their motivations and rewards which  destroys unit cohesion and leads to isolation. The isolation is worsened by command and control doctrine that favors predictable, static situations driven by a centralized hierarchy. Marketing intelligence skills are critical competencies  missing from traditional sales and marketing organizations. The inability to generate actionable intelligence results in disorientation and uncoordinated efforts. Effective coordination is made possible by orientation - the process of converting intelligence into effective strategy and tactics. New doctrine driven by intelligence and designed for unpredictable, rapidly changing situations is required for truly effective marketing campaigns. Visit the ARMORY to find out how to convert your sales and marketing organization into an attack engine.

Subscribe ARMORY|Book MOBILIZATION|Engage CAMPAIGN

Comments

[Term Papers]

It proved to be Very helpful to me and I am sure to all the commenters here! It's always nice when you can not only be informed, but also entertained! I'm sure you had fun writing this article.