The CIM published a paper pre Christmas suggesting that the sales and marketing function should become fully integrated. This sentiment caused some controversy – and polarised opinion, depending on which side of the fence you fall. Sales professionals claim that marketing peeps have not kept pace with the commercial need to demonstrate ROI – which of course is more easily attributed through sales results.
The importance of marketing cannot be underestimated – without it where does the strategic direction for a brand or company come from and how are all the marketing disciplines that every company should use in its arsenal managed without a marketing function?
It will be interesting to see what the fall out is – or perhaps it is all a storm in a tea cup and sales and marketing teams will continue with the age old banter or each decrying the others roles? Read more here.