In previous posts, we explained that every company is perfectly designed to produce the results it is producing. The revenue engine of any company is the marketing and sales organization. Yes, a company has to have competitive products and services, but it is difficult to capture the full revenue potential of those products and services without effective marketing and sales.
Many CEO’s of companies between $10M and $200M annual revenue share a common complaint—their Sales and Marketing departments are under-performing due to a variety of factors with one factor dominating poor results, misalignment between the Sales and Marketing departments.
Sales and Marketing alignment continues to be a major concern for top management, especially when company survival in a tough economic climate depends on the efficiency and effectiveness of its revenue engine.
Many companies have tried to align Sales and Marketing through a variety of means, but typically, the results are less than spectacular and are short-lived.
For many CEOs the key questions remain:
1. What results can we expect from effective alignment?
Can we create breakthrough revenue performance by aligning Marketing and Sales?
2. If so, how? Is there a sure-fire way to align Marketing and Sales processes almost overnight?
3. Why do most attempts to achieve alignment fall short?
4. What can we learn from companies that have created revenue breakthroughs?
The answer to Question 1 and Question 2 is YES.
We would like to hear your answer to Question 3. What do you think is the biggest obstacle to successfully aligning Marketing and Sales long term? Weigh in by going to: http://polls.linkedin.com/p/96292/fujna
The answer to Question 4 is that a great deal can be learned from companies that have created revenue breakthroughs. If you are interested in learning more email Richard Eppel at rceppel@strategic-mometum.com, or Charles Besondy at cbesondy@BesondyLLC.com.
