MKT 407 Lecture Notes - Lecture 9: Cultural Conflict
Document Summary
When sales and marketing work well together, companies see substantial improvement on sales cycles, market entry costs go down, and cost of sales is lower. Strains between sales and marketing fall into 2 main categories- economic and cultural. Only larger companies have a marketing department. Once marketing tackles higher level tasks like segmentation, it starts to work more closely with other departments like strategic planning, product development, finance, and manufacturing. Economic friction generated by the need to divide the total budget granted. Promotion costs like tv ads are seen as a waste of money by sales force. Cultural conflict because the two functions attract different types of people. Marketers have more formal education than salespeople, are highly analytical, data oriented, and project focused. Salespeople may push products with lower margins that satisfy quota goals, while marketing wants them to sell products with higher profit margins and more promising futures. The 2 groups" performance is judged very differently.
