However, my experience tells me that sales professionals aren't interested in "getting aligned" with marketing. Instead, they insist that marketing groups must undergo some major changes BEFORE they earn a seat at the table.
With that in mind, here are the top ten complaints that I hear from sales professionals about respective marketing groups, along with suggestions (some from me, some from the sales pros) about what needs to change.
Warning to marketeers: You aren't going to like this post.
CLICK HERE for the first reason Sales hates Marketing Â»
NOTE: The comments to this post are addressed in:
REASON #10: Marketeers act superior.
- Description: Marketeers often have business degrees, so they think they're better than sales reps who don't need a degree to sell.
- Why It Rankles: Business degrees are generally useless when it comes to sales and marketing, since what's taught is a mix of accounting and biz-blab.
- What's The Cure: Require MBAs to spend at least six months in Sales before being allowed to work in Marketing.
REASON #9: Marketeers want to eliminate Sales.
- Description: Marketeers are taught in business school that good marketing makes a sales force unnecessary.
- Why It Rankles: Unless a product is a plug-and-play commodity, a sales rep is always a necessity. Especially in B2B.
- What's The Cure: Make it clear in the charter of the marketing team that they are there to support the sales team, not to replace it.
REASON #8: Marketeers believe selling is easy.
- Description: Marketeers think that they can create so much demand that selling will consist purely of taking orders.
- Why It Rankles: Most demand creation activities don't create demand, especially in B2B, where customers generally ignore ads and collateral.
- What's The Cure: Have the marketeers make sales calls - or field inside sales calls - so they can see how hard it is.
REASON #7: Marketeers are goaled on deliverables.
- Description: Marketeers get paid when they produce leads, brochures and ads, even if none of that activity results in a single sale.
- Why It Rankles: If sales pros don't make sales, they don't get paid and, if it goes on long, they get fired.
- What's The Cure: Goal and compensate Marketing on the ability of the Sales team to generate revenue and profit from Marketing's leads.
REASON #6: Marketeers think they're "driving Sales."
- Description: Marketeers see selling as only one tactic in a grandiose strategic campaign.
- Why It Rankles: Sales reps know that marketing is only a service function to the sales team, which makes the uppity behavior annoying.
- What's The Cure: Make it clear that Marketing is subservient to Sales by placing the CMO under the CSO.
REASON #5: Marketeers pose as "strategists."
- Description: Marketeers think they're "brand managers" who should be directing all activities throughout the company.
- Why It Rankles: Brand is a reflection of product and service. If good, the brand is good; if not, the brand is bad.
- What's The Cure: Only reward marketeers for behavior that directly results in a measurable increase in revenue and profit.
REASON #4: Marketeers waste resources.
- Description: Marketeers expend money on fancy brochures, advertisements, and trade show junkets.
- Why It Rankles: The more money that's spent on Marketing's boondoggles, the less money there is to pay commissions.
- What's The Cure: Give the sales team veto power over all marketing activities that exceed a fairly small amount of money.
REASON #3: Marketeers pretend they're engineers.
- Description: Marketeers try to set the technical direction of the firm's products and services.
- Why It Rankles: In most cases, the Marketeers have never even spoken to a customer, so they're clueless about what they want.
- What's The Cure: Let the engineers design the next generation based upon customer input. Keep marketing out of the picture.
REASON #2: Marketeers force technology on Sales.
- Description: Marketeers pressure the sales team to enter reams of customer data into the CRM system.
- Why It Rankles: The sales team knows full well that most of that data isn't going to help generate more sales.
- What's The Cure: Set up your sales tech so that it always increases the amount of time that sales reps can spend selling.
REASON #1: Marketeers pass along lousy leads.
- Description: Marketeers provide lists of leads that are either unqualified, or unqualifiable.
- Why It Rankles: When Sales complains, the marketeers make it personal, accusing the sales team of being unable to sell.
- What's The Cure: Fire any marketeer who can't consistently provide leads that the sales team - with its current skill set - can't sell to.
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