Mac McIntosh

There are big rewards when sales and marketing are effectively integrated, including improved operating performance and outstanding financial results. Here are five tips to make integration a success. • Beware of the quick fix. Most organizations use Band-Aid approaches, such as integrating data sharing or changing incentive compensation systems, without looking at the whole picture. Instead, create a long-range plan to address a complex set of barriers. • Promote team players. Some say, sales and marketing “personalities” are two very different animals. These two groups think differently, act differently and approach the same customers with very different points of view. When integrating these

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