Name: Video 2 - What Sales thinks about marketers
Uploaded: 2017-12-18T08:03:03.345Z
Duration: 4 min 53 s

Fundação Instituto de Administração

Sales & Marketing Alignment

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Course 4 of 5 in the Specialization Strategic Sales Management

Welcome to Course 4 – Sales & Marketing Alignment. This course focus on what is considered by most academics and practitioners as the biggest challenge that sales professionals have to face. As we discussed in Course 1 – Effective Sales, strategy, and sales must be integrated to support a high potential for value creation through the sales functions. We also mentioned that strategy and sales integration can be supported by marketing functions. The discussions then went through sales strategy supported by intelligence analysis (Course 2), sales models and frameworks to support sales planning (Course 3). By the consequence, at this point of this specialization, you are in a good position to go further in the sales planning and management functions. And this is the moment to tackle one of the biggest challenges that most sales professionals must address with diligence – Sales & Marketing Alignment. The primary learning outcome of this course is to prepare you to apply concepts to support this alignment, with prescriptions and recommendations that contribute to improving the alignment. The improvement in the knowledge, competencies, and skills regarding sales & marketing alignment will contribute to increasing the potential for value creation from a strategic sales planning approach.

From the lesson

Module 2 - Sales & Marketing Harmonization

Welcome to Sales & Marketing Harmonization module. The learning outcomes of this module are - Deeper awareness and understanding of the typical conflicts between marketing and sales; depicting the roots of the conflicts to support more accurate analyses to address them, and integrating the recommendations and prescriptions applicable to mitigate the conflicts' effects or to prevent them from occurring. In this module, you'll go further on the conceptual basis to improve the potential of value creation through the sales functions, by strengthening the cohesion of marketing and sales functions.

Video 2 - What Sales thinks about marketers4:53

Meet the Instructors

Samantha Mazzero
MSc, MBA, BS Math
FIA Profuturo – Futures Studies Program
Nelson Yoshida
Ph.D., MBA, B.Eng.
FIA Profuturo – Futures Studies Program
Cesar Rodrigues
Specialist Professor

Hi there. How are you doing today?

In our last chapter,

we were exploring one side of the quarrel between

marketing and sales and we saw the marketing view,

something like this, "I am marketing now.

It is so frustrating to work with the sales guys.

They have no perspective.

Can only think about how much they can sell tomorrow.

The lower the price, the better.

And why can't they,

for once in a lifetime,

implement one plan right?

Not to mention that,

there is always one customer that doesn't like something about our product.

We cant do our job if we try to please individual customers.

We have to segment them,

appeal to the most significant ones based on hard data and market research,

not based on story sales people tell us at sales meetings.

And those sales guys,

they have it, it's so easy,

working alone, no supervisor behind their backs 24/7,

they do their work as they please.

Not to mention the money,

the variable pay's amazing.

This folks sell 10 percent above the quota and the salary goes up 50 percent,

I want to have some of that, too."

Okay. Let's now hear what sales has to say,

"I'm sales now.

Gosh, these marketing people have it,

it's so easy, fixed salaries at the end of the month no matter what.

When sales have to get orders day in, day out,

or sales quotas won't be met and my salary will take a dive.

And we are told we have to sell the value of the product,

not sell through price. Okay, man.

Try to get the orders with your crazy pricing policy.

And Mr. marketer, I know your product is your life but trust me,

it's not that different from the competition.

That's very difficult to justify those ridiculous prices.

By the way, I have my quota to meet,

if the client will not buy your product,

I will sell whatever I got.

I cannot tell the clients they must buy product X

because it is one of our strategic products.

And the money you spend,

come on, let's not go there.

Marketing throws money out of the window in incredible ways,

ads that don't work,

promotional materials we cannot use.

Give us half that money and we will multiply the sales 10 times.

By the way, they could get out of the office every now

and then and come meet the customers.

Oh, but it's so nice in the office, never rains,

nice coffee, good food,

they even got a gym there."

Okay. What we have heard is

the other side of the coin of the marketing view, the salesroom.

Again, the friction has two natures, economic and cultural.

When they talk about wasting money,

salary unrelated to sales results,

unrealistic pricing, they are talking about economic aspects.

When they talk about this corporate language, marketing dogmas,

product-centered focus, they're talking about cultural aspects.

Before we start to explore solutions for this quarrel,

we have to understand what makes each side think the way they think.

We will address that in our next meeting.

Goodbye. See you. Ciao.