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.
Consistent communications with the customers is one of the first areas that begins to drive marketing and sales apart. The sales team is trying to close the deal anyway possible, message and rules be damned; marketing is working on crafting a specific package, regardless of the present environment. Ensuring that sales and marketing are together and "on message" should be a key area of focus if you want to integrate your teams. The most effective way to get the message consistent is to get your sales team integrated into your marketing strategy as soon as possible. Specifically, get them integrated into the communication mix. This diagnostic tool is designed to help you do just that.
