This plan will not work!

One of the most frequent issues that all business unit heads face is an unenthusiastic response from the sales force to a new campaign that marketing has designed. Could this be due to a conflict of domain ownership? 🤔 Perhaps the sales team is unable to envision the potential impact of these campaigns! Or, the marketing elements have lost their shine?🌟 Maybe it is due to the combination of all of them to a varied degree, as the case differs.

It is not just a matter of conflict; rather, it is the primary reason for poor execution. Although traditional grooming through a siloed approach implanted a sense of divergence, most top organisations implemented multiple structural and cultural measures to resolve such disparities. Moreover, modern commercial functions heavily rely on operational collaboration to mitigate these challenges.

Despite all the progress, there remain prominent elemental differences between these two distinct breeds, e.g., the culture of the customer, insight orientation, nurturing relationships vs. persuasion through communication, thriving on the plane of perception vs. the drive of passion, etc. Hence, it is not a good idea to put effort into creating all-rounders like in cricket 🏏 Rather, a combination of a collaborative operational model (with pre-defined contributions from cross-function) and an institutionalised practice of ‘strategy selling’ to the salesforce can make it more mutually supportive and rewarding to the common customers.  

Execution excellence, therefore, stems from building brands through collective wisdom, insight, and the ability to predict what will work and what will not.💡The entire set of disconnects transforms into a synergy, driven by the collective winning spirit.  I just recall the famous saying, ‘Marketing is too important a function to be left to marketing department!’ As you anticipate, we need to nurture, coach, and establish such mutuality and collaboration through working processes and hand-holding.

You can count on Green Bark Consulting We assist you in transforming silos into synergy, acting as a catalyst to enable you to manage your own independent excellence.

What are your thoughts?🌱

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