Menu
Home
Log in / Register
 
Home arrow Marketing arrow Value-ology: Aligning sales and marketing to shape and deliver profitable customer value propositions
Source

Role Alignment

There has to be an understanding that the marketing and sales roles are interlocking and must work in harmony for the strategic goals to be achieved. We will come to this one final time, when we specifically discuss roles relating to the ‘sophistication gap’ that needs to be crossed in order to develop relevant customer value propositions. Use the template we provided in Fig. 9.4 to agree on a core set of ‘duties’ and ‘rights’.

Resources

These can be financial, physical or human resources. We have already seen that there can be tension around the need for more marketing spend versus more ‘feet on the street’ account managers. Developing a mechanism for jointly sharing the ‘asks’ for more resource is a difficult but a good place to get to.

Coming to a joint understanding of what marketing and sales need to do together to deliver for the customer is key here. This isn’t something that can be easily done on a template, though maybe a facilitated workshop can help.

 
Source
Found a mistake? Please highlight the word and press Shift + Enter  
< Prev   CONTENTS   Next >
 
Subjects
Accounting
Business & Finance
Communication
Computer Science
Economics
Education
Engineering
Environment
Geography
Health
History
Language & Literature
Law
Management
Marketing
Mathematics
Political science
Philosophy
Psychology
Religion
Sociology
Travel