Improving Sales and Marketing Collaboration: A Step-by-Step Guide - Couverture souple

Malshe, Avinash; Biemans, Wim

Couverture souple

ISBN 10 : 1606498029 ISBN 13 : 9781606498026

Editeur : Business Expert Press, 2014

Synopsis

Sales and marketing are two primary business functions that focus on creating satisfied customers. Due to their complementary orientations and objectives, these two functions are ideally positioned for a fruitful, synergetic collaboration. UnfortuÂnately, the practical reality in many companies is far removed from this utopia. Sales and marketing personnel fail to communicate effectively, resulting in misunderstandings, frustration, and sometimes sabotage. Instead of supporting each other in creating superior value for customers, they often fight tiresome internal battles that are a drain on profits, efficiency and customer satisfaction. Improving Sales and Marketing Collaboration offers the first comprehensive perspective on the functioning of sales-marketing interfaces in business to business (B2B) companies. We explore their complementary roles in creating superior value for customers, problems that occur, the underlying causes of these problems, and potential solutions. These solutions are accompanied by a series of tools that managers can use to diagnose their sales-marketing interface and develop appropriate approaches to improve this relationship. Additionally, the book discusses a number of challenges that companies encounter and the impacts on their sales-marketing interfaces. The discussions and tools presented in this book provide managers with a deep underÂstanding of this critical interface, allowing them to apply these insights to improve their sales-marketing interface, which helps them create superior value for customers.

A propos du livre

À propos des auteurs

Minneapolis, MN; Associate Professor of Marketing; Opus College of Business at the University of St Thomas

Netherlands; Associate Professor of Marketing & Innovation at the faculty of Economics & Business; University of Groningen

Détails de l'édition

• Éditeur: Business Expert Press
• Date d'édition: 2014
• Langue: anglais
• ISBN 10: 1606498029
• ISBN 13: 9781606498026
• Reliure: Broché
• Nombre de pages: 120
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible