In many organisations, the Sales and Marketing functions have a testy relationship. As a business owner or leader, what are your options?
- Appoint a dual role ‘Sales and Marketing’ manager?
- Create a complicated internal reporting dashboard to try and link the marketing metrics to sales results?
- Implement a new CRM to ‘force’ alignment
Each of the above options go some way towards addressing the problem, but are unlikely to completely solve it. Each solution introduces a new set of challenges and problems. So, what can you do?