Abstract: At most companies, there is insufficient communication between the marketing and sales functions. Such organizations need to find the key to bridging this gap, for the rewards of restoring productive communication between the 2 can be substantial. For the marketing manager, forming a strong alliance with the salesforce can result in increased access to prime marketing intelligence data, for salespeople are in constant contact with prospects and customers. Another major advantage for the marketing manager will be the ability to empower marketing tools. There are a number of ways to solicit valuable input from salespeople. Marketers at some large corporations rely on electronic mail systems as an integral part of the communication process between marketing and sales. In a small company, the best strategy may be to hold regular meetings where proposed marketing issues and collateral materials are discussed in an open forum. Forming strong bonds with the salesforce can provide the marketing manager with information that results in powerful, well-targeted marketing materials.
Keywords: Marketing, Alliances, Communication, Sales, Strategic planning.
Title: Bridging the Gap between Marketing and Sales
Author: TANYA SHARMA, SALONI SINGHANIA
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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