Come Together
The integration of marketing and sales doesn’t have to be complicated
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• Offer opportunities to avoid chaos. To avoid internal conflict, costly duplication and appalling service that can result from a proliferation of touch-points with the customer and prospects, joint message development and communication training are needed.
• Reward behavior that builds trust. To help change attitudes and actions, incentives must be given. Marketing incentive programs should include rewards for regularly making sales calls to stay current on what tools are needed for demonstrating, proposing and closing sales. The sales team receives incentives to report back on the results of the sales leads from marketing so they can eliminate the efforts that don’t work, and concentrate on efforts that produce high-quality leads.
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- Mac McIntosh
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