Friendship, not fusion is required for sales and marketing

/o/a/x/Russell10.jpg

The Chartered Institute of Marketing’s call for marketing to be fused with sales in order to safeguard its future is indicative of a new economic reality, but it is better management of the two functions and not a forced marriage that is required.

The Institute says separate departments will disappear over the next ten years. The theory, to summarise, is that a merger will make marketing part of a profit centre that is accountable and measurable, and therefore “safeguard” its future.

The CIM also said that a marriage would put an end to simmering conflict that exists between the two departments. It would stop the “siloed thinking” and “subtle conflict” that stunts growth.

The answer, however, is not to shunt the two together.

Marketing’s job is to find an effective way to communicate the business’ strategy and objectives both internally and externally. It is sales’ job to reinforce that at the coal face. A sales team should be continually striving to leverage the marketers’ vision.

Very different skills are required to successfully perform in either role. So, if there is “subtle” conflict the problem is the lack of effective management that sees the two functions singing from two very separate song sheets.

The CIM’s polemic is born from an economic environment that sees marketing budgets under ever more scrutiny. It is increasingly the case that those controlling the purse strings demand low cost, highly targeted, measurable campaigns regardless of the channel being used. Language understood perfectly by the sales team.

It may well be that “all marketing is becoming direct marketing”, with campaigns required to show a return rather than engage or entertain but it is greater alignment to achieve a shared vision that is required not fusion.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here