I attended a CIM event this week on the gap between Sales and Marketing, and what we can do, as marketers, to bridge the gap. It was an interesting and well attended event, with 3 main speakers.
One of the positions put forward about the gap (and rivalry) between Sales and Marketing is about "Who's the Daddy?". I think this is the first time I've heard this in these terms, but it really struck a note with me. In many companies, there does seem to be an ego battle going on between the two camps, each vying for supremecy, and to prove that they are the ones who are indispensible (especially if cuts are looming).
In truth though, neither one could survive on it's own. Sales need marketing and marketing need sales. Each have their own strengths, but equally they have their weaknesses. As a team, they are formidible - but too often they are so busy fighting each other (and blaming each other) that teamwork goes out of the window as acrimony sets in. The whole thing can, if not managed by a strong leader, degenerate into a messy divorce, but where neither party can move out of the house.
So what's the answer?
The first part seems to be for everyone involved to start appreciating the strengths of the other party, and turn this appreciation into liking and then harmonious working. But this won't happen unless you have a strong, dedicated leader who shares this view and who makes both sides work together - either by cajoling or by banging proverbial heads together.
The second part is to build on the first, remind everyone about how much better it is now it's all going smoother, and how much better it is now that everyone appreciates everyone else (and everyone's egos are stroked).
It may sound like a dream - for those of you in the midst of the battle, you may not even believe it can happen. But it can, and I've seen it, and it's magical when it starts to change.
Believe it, discuss it, then make it happen for you too.
Acknowlegement and thanks to all the speakers, and especially to the Daddy - Greg Anyon
