tag:blogger.com,1999:blog-4537247016429680551.post5953453696191800756..comments2022-03-24T06:34:48.284+00:00Comments on The Marketing Eye: When the tail wags the dog – the great sales versus marketing debateThe Marketing Eyehttp://www.blogger.com/profile/15900678581198955909noreply@blogger.comBlogger7125tag:blogger.com,1999:blog-4537247016429680551.post-66917671551823944462009-07-29T17:50:42.354+01:002009-07-29T17:50:42.354+01:00Lynn - I totally agree that Marketers need to be m...Lynn - I totally agree that Marketers need to be more commercially aware. I see 3 main reasons for the battle for hegemony:<br />1) Sales and Marketing don't invest enough time in getting to know and understand each other (both are guilty)<br />2) Marketers don't invest in their own leadership skills and hence don't rise to the level of influence with an organisation needed to exercise the mandate they seek<br />3) The role of marketing is too big to be the sole responsibility of one individual or one department. Marketing has to be owned by the organisation as a whole. Responsibility for individual components needs to be clearly defined and there is no shame in the marketing department being primarily focused on promotional activity.<br />Rosie - I think you'll find some sympathy with these views.<br />You both might have a view on this post http://tinyurl.com/c9obts where I looked at the definition and remit of marketing within larger organsiations.The Marketing Eyehttps://www.blogger.com/profile/15900678581198955909noreply@blogger.comtag:blogger.com,1999:blog-4537247016429680551.post-75079697459045051532009-07-29T17:36:47.902+01:002009-07-29T17:36:47.902+01:00If you think that marketing should deliver an incr...If you think that marketing should deliver an increase in shareholder value ( or stakeholder value for nfp), long term cash flow, brand reputation and sustainable competitive advantage .........then how this is done and how it is delivered crosses the whole orgnisation is the real question that needs to be answered. The true vision that marketers hold needs to grip the organisational psyche.The CIM need to get this message across. Marketers will then find themselves valued beyond belief!Rosie Phippshttp://www.oxfordcollegeofmarketing.com/noreply@blogger.comtag:blogger.com,1999:blog-4537247016429680551.post-65470401736951871092009-07-29T17:35:10.912+01:002009-07-29T17:35:10.912+01:00Having worked in both sales and marketing, I don&#...Having worked in both sales and marketing, I don't think it's a case of whether sales is part of marketing or marketing supports sales; there is value in both arguments. Certainly personal selling is part of the marcomms mix and the marketing team should produce support materials for the sales team; most organisations still view marketing as supporting the sales team as we seem to perpetuate the sales oriented climate of decades ago. Marketing need to up their game to become more commercially aware, then at least they would win the approval of sceptical sales people. Putting marketing on the Boardroom agenda in terms of how it can influence the bottom line is paramount. I agree with Rosie!Lynn McBainhttp://www.mcbain-consulting.com/noreply@blogger.comtag:blogger.com,1999:blog-4537247016429680551.post-27236073523147564982009-07-25T11:28:06.533+01:002009-07-25T11:28:06.533+01:00Thanks for your thoughts.
Michael - the voice of g...Thanks for your thoughts.<br />Michael - the voice of good sense and reason. Unfortunately, in many large organisations this doesn't exist and the debate is anything but sterile.<br />Andrew - a very succint summary. Your right: the key lies in clearly defining the role of the marketing department. I have posted previously on whether the ambition of a marketing department's remit is too wide. I'd be interested in people's thoughts on this too http://tinyurl.com/c9obts<br />Fouad - The reality is that most organisations don't recognise the full definition of marketing and, even when they do, I have my own doubts about whether it is the role of one individual or department to deliver it. Not-for-profits are likely to have similar issues when sales is redefined as donations.The Marketing Eyehttps://www.blogger.com/profile/15900678581198955909noreply@blogger.comtag:blogger.com,1999:blog-4537247016429680551.post-67953801248767893812009-07-25T11:11:44.815+01:002009-07-25T11:11:44.815+01:00The problem with this sort of argument is that it ...The problem with this sort of argument is that it starts with too narrow a vision of marketing. If it is simply about advertising and promotion, then yes it should probably focus on helping the sales teams deliver their targets. If it's about understanding and responding to the 'market' then it's about the whole business and every touch point with the world in which it operates, both internally and externally. In this case the activity of the sales team should be in complete alignment with the company's marketing strategy.Andrew Cringlehttp://www.linkedin.com/pub/andrew-cringle/4/625/283noreply@blogger.comtag:blogger.com,1999:blog-4537247016429680551.post-41741549524844267652009-07-25T11:10:15.139+01:002009-07-25T11:10:15.139+01:00This is a sterile debate. What matters is optimisi...This is a sterile debate. What matters is optimising the performance of the whole organisation and synchronising processes to enhance and excel in performance to market demand. The two activities need to secure customer intelligence and to inform delivery.Michael Winwoodhttp://www.linkedin.com/in/winwoodmnoreply@blogger.comtag:blogger.com,1999:blog-4537247016429680551.post-61686946403360402322009-07-25T11:08:56.748+01:002009-07-25T11:08:56.748+01:00Although at the end of the day it is sales which m...Although at the end of the day it is sales which matter to run the business but how about not-for-profit organizations for instance? The discussions seem to be revolving around a sales oriented organization instead of a marketing orientated organization and it missed almost all points in the definition of marketing - defined as "A management process to identify, anticipate and satisfy customers' requirements in a profitably".Fouad Naeemhttp://www.linkedin.com/in/fawadnnoreply@blogger.com