Page 199 - HBR's 10 Must Reads on Strategic Marketing

ENDING THE WAR BETWEEN SALES AND MARKETING

Sales and Marketing integration checklist

To achieve integration between Sales and Marketing, your company needs to focus on the following tasks.

Integrate Integrate processes Enable the Integrate
activities and systems culture organizational structures

Jointly involve Sales and Mar- Implement systems to Emphasize shared responsibility Split Marketing into
keting in product planning and track and manage Sales and for results between the different upstream and down-
in setting sales targets. Marketing’s joint activities. divisions of the organization. stream teams.

Jointly involve Sales and Market- Utilize and regularly update Emphasize metrics. Hire a chief revenue
ing in generating value proposi- shared databases. officer.
Tie rewards to results.
tions for different market Establish common metrics for
segments. Enforce divisions’ conformity to
evaluating the overall success of
systems and processes.
Jointly involve Sales and Sales and Marketing efforts.
Marketing in assessing
Create reward systems to laud
customer needs.
successful efforts by Sales and
Jointly involve Sales and Marketing.
Marketing in signing off Mandate that teams from Sales
on advertising materials.
and Marketing meet periodically
Jointly involve Sales and to review and improve relations.
Marketing in analyzing the
Require Sales and Marketing
top opportunities by
heads to attend each other’s
segment.
budget reviews with the CEO.