Every business exists because it generates money. Financial performance is a relatively
straight forward thing to calculate and is a result of operating performance. Operating
performance, among other things, is a derivative of human performance. And one of the
keys of human performance is the ability to work together efficiently.
However, there are two key business functions that have historically not worked well
together: sales and marketing. If marketing and sales cannot work together, than the
company’s strategy will be inconsistent and execution will be flawed.
This diagnostic is designed to illustrate the need for both the sales and marketing functions to work as a team. The results of this diagnostic tool will provide immediate suggestions on how to strengthen the relationship between sales and marketing and may help identify other issues that are having an effect on organizational success.
By using this diagnostic, you will learn:
- The difference between strategy and tactics
- The roles marketing and sales should play in your organization
- How to determine if too much strategy (or too many tactics) is killing your business
- How to create a simple strategy pyramid that will articulate how your tactics support specific strategies
