Page 51 - HBR's 10 Must Reads - On Sales

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 Integrate processes Enable the organizational
activities and systems culture structures
□ Jointly involve □ Implement □ Emphasize □ Split Marketing
Sales and systems to track shared into upstream
Marketing in and manage responsibility for and downstream
product planning Sales and results between teams.
and in setting Marketing’s joint the different
sales targets. activities. divisions of the □ Hire a chief
organization. revenue officer.
□ Jointly involve □ Utilize and
Sales and Market- regularly □ Emphasize
ing in generating update shared metrics.
value propositions databases.
for different mar- □ Tie rewards to
ket segments. □ Establish results.
common metrics
□ Jointly involve for evaluating □ Enforce divisions’
Sales and Market- the overall conformity to
ing in assessing success of Sales systems and
customer needs. and Marketing processes.
efforts.
□ Jointly involve
Sales and □ Create reward
Marketing in systems to
signing off on laud successful
advertising efforts by Sales
materials. and Marketing.
□ Jointly involve □ Mandate that
Sales and Market- teams from Sales
ing in analyzing and Marketing
the top opportuni- meet periodi-
ties by segment. cally to review
and improve
relations.
□ Require Sales
and Marketing
heads to attend
each other’s
budget reviews
with the CEO.

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