Index

Activity-based perspective, 33

Aligned sales-marketing, 29, 30, 89, 90

Collectivist cultures, 72

Communication tool, 130, 131

Company level sales-marketing solutions

align IT systems, 113, 114

align objectives and activities, 111, 112

learning organization, 115–118

monitor and reward collaboration, 112, 113

top management support, 114, 115

Competitive threats, 148, 149

Consultative customers, 10

Credibility tool, 136, 137

CRM. See Customer relationship management

Customer relationship management (CRM), 18, 19

Department-based perspective, 33

Derived demand, 1

Dysfunctional sales-marketing interfaces

bidirectional communication, 78, 79

cultural origin, 71–73

culture differences, 68–70

experience and training, 73, 74

functional organization, 75, 76

geographical distance, 76–78

individual backgrounds, 70–74

lack of joint activities, 79, 80

misaligned systems and processes, 80–85

organizational sub-cultures, 66–70

personalities, 70, 71

sub-optimal organizational structure, 74–78

Functional level sales-marketing solutions

hiring right people, 95–98

leadership, 102, 103

mindset and skills, 98–101

Globalization, 159, 160

Hidden-marketing, 25–27, 85–87

Individualist cultures, 72

Information dissemination, 14

Interface level sales-marketing solutions

effective communication, 108, 109

people in right positions, 106–108

single sales-marketing processes, 103–106

strengthening social bonds, 110

Job mapping, 16

Leadership, 102, 103, 153, 154

Marketing accountability, 160

Marketing dispersion, 157–159

Market sensing, 13–15

Middle-ground customers, 10

Misaligned systems and processes

lack of common vision, 80, 81

lack of management support, 81

misaligned metrics and incentives, 83, 84

out of sync processes, 81, 82

separate information systems, 82, 83

Multi-channel marketing, 155, 156

Optimal marketing strategy process

follow-up, 54–57

laying groundwork, 54

marketing to sales transfer, 54

Optimal strategy transfer, 46–49

Perspective of company, 65, 66

Perspective of marketing, 62

Perspective of sales, 61, 62

Perspective of sales-marketing interface, 63–65

Product perspective, 1, 3

Relationist cultures, 72

Sales and marketing

customer knowledge, 4, 5

implications, sales function, 11, 12

role of marketing, 5, 6

role of sales, 6–8

Sales-driven marketing, 27, 87

Sales-marketing configurations

aligned sales-marketing, 29, 30, 89, 90

hidden-marketing, 25–27, 85–87

living apart together, 28, 29, 88

sales-driven marketing, 27, 87

Sales-marketing huddle

design of action plan, 170, 171

huddle kick-off, 166, 167

interface disconnects, 169–170

open forum for sales and marketing, 167

reflection and comparison, 168

sharing perspectives, 167, 168

summary, 170

synthesis of findings, 168, 169

wrap-up, 171

Sales-marketing interdependence

activities vs. departments, 32, 33

competitive strategies, 20–23

customer relationship management, 18, 19

customer selection and acquisition, 15, 16

marketing adds operational tasks, 8–10

market sensing, 13–15

new value development, 16–18

order realization, 19, 20

sales adds strategic tasks, 10–12

Sales−marketing interface

compromised strategy transfer, 42–46

flawed groundwork, 38–42

no post-launch commitment, 49–53

optimal strategy transfer, 46–49

Sales-marketing interface assessment C3 toolkit

communication tool, 130, 131

credibility tool, 136, 137

designing program for improvement, 143–145

strategy buy-in tool, 141, 142

strategy making tool, 138–140

strength of connection tool, 128, 129

supportiveness tool, 132, 133

three-step process, 120, 121

trust and openness tool, 134, 135

working method, 121–123

worldview assessment tool, 124–127

Sales-marketing interface challenges

competitive threats, 148, 149

globalization, 159, 160

informed customers, 154, 155

instant connectivity, 156, 157

leadership changes, 153, 154

marketing accountability, 160

marketing dispersion, 157–159

multi-channel marketing, 155, 156

personnel changes, 151–153

strategy failure, 149–151

technological advances, 154–157

Sales-marketing interface problems

classification, 60

perspective of company, 65, 66

perspective of marketing, 62

perspective of sales, 61, 62

perspective of sales-marketing interface, 63–65

Sales-marketing interface solutions

company level, 111–118

functional level, 95–103

interface level, 103–110

Sensemaking, 14

Single sales-marketing processes, 103–106

Strategy buy-in tool, 141, 142

Strategy making tool, 138–140

Strength of connection tool, 128, 129

Supportiveness tool, 132, 133

Transactional customers, 10

Trust and openness tool, 134, 135

Value perspective, 2, 3

Worldview assessment tool, 124–127